Brand Tracker

Welcome to the automated Brand Tracker diaries.

Argentina

Brands, Platforms, and Creators: The Challenge of Building a More Inclusive Culture

Campaign: Unstereotype Alliance Summit Latam 2026

Source: https://www.adlatina.com/publicidad/marcas-plataformas-y-creadores-el-desafo-de-construir-una-cultura-mas-inclusiva

Goal: Promote diverse representation and challenge stereotypes in advertising and content.

Media: Virtual event, social media

Summary: The Unstereotype Alliance Summit Latam 2026, organized by ONU Mujeres, focused on the importance of representation in advertising and content creation. Key speakers discussed the need to challenge stereotypes and the impact of narratives on culture. They emphasized that transforming these narratives can create new opportunities and foster more inclusive futures.

Uruguay

Teletón Labs: the new innovation unit that has already raised $3.7 million from ANII and seeks to develop solutions for Latam

Brand: Teletón

Campaign: Teletón Labs

Source: https://infonegocios.biz/nota-principal/teleton-labs-la-nueva-unidad-de-innovacion-que-ya-capto-3-7-millones-de-anii-y-busca-desarrollar-soluciones-para-latam

Goal: Develop rehabilitation solutions for Latin America

Claim: Democratizing access to gait analysis

Summary: Teletón Uruguay has launched Teletón Labs, a new innovation unit aimed at transforming 20 years of knowledge in rehabilitation and inclusion into marketable solutions. They have already secured $3.7 million from the National Agency for Research and Innovation to develop an AI-based gait analysis tool using a mobile phone, making advanced rehabilitation technologies more accessible.

inclusion innovation rehabilitation technology

Sweden

Kalles Kaviar launches friends on the caviar tube

Brand: Kalles Kaviar

Campaign: Friendlier Campaign

Source: https://www.resume.se/marknadsforing/kampanj/kalle-far-sallskap-pa-kaviartuben/

Goal: To promote children's right to feel safe, included, and seen in school

Summary: Kalles Kaviar has launched a new initiative in collaboration with Friends to raise awareness about children's need for safety and inclusion in schools. For the first time, the character on the caviar tube will have a friend. The campaign, part of the Friendlier initiative, aims to highlight the importance of being a good friend and will be available in stores from week 35 to 45.

children's rights inclusion safety

Ireland

THINKHOUSE & GOAL NextGen Team Up with Irish Designers for Céad Míle Collection

Brand: THINKHOUSE

Campaign: Céad Míle Collection

Source: https://www.adworld.ie/2026/08/14/thinkhouse-goal-nextgen-team-up-with-irish-designers-for-cead-mile-collection/

Goal: To reclaim the Irish flag as a symbol of welcome, belonging, and solidarity.

Claim: Céad Míle Fáilte

Media: Public event in Dublin, fashion, art, and activism

Summary: THINKHOUSE has teamed up with GOAL NextGen and designers Farouk858 and Helen Steele to launch the 'Céad Míle Collection', aiming to redefine the Irish flag as a symbol of inclusion and welcome. The initiative is inspired by research showing a need for a more inclusive understanding of Irish identity and seeks to open dialogues about belonging in modern Ireland. The collection features innovative fashion that merges contemporary styles with artistic reinterpretations of the flag's colors.

cultural dialogue fashion activism inclusion Irish identity

Portugal

When the Sky Aligns with Music: Vodafone Paredes de Coura is Back

Brand: Vodafone

Campaign: Vodafone Paredes de Coura

Source: https://www.imagensdemarca.pt/artigo/quando-o-ceu-se-alinha-com-a-musica-vodafone-paredes-de-coura-esta-de-volta/

Goal: Enhance festival experience through technology and engagement.

Media: podcasts, live concerts, promotional activities

Summary: Vodafone returns as the main sponsor and technology partner for the Vodafone Paredes de Coura festival, focusing on enhancing network infrastructure and offering new public experiences. The campaign includes the introduction of live podcasts addressing social topics, intimate concerts at unexpected locations, and a prize initiative linked to their loyalty program. Their strategy aims to integrate Vodafone into the festival’s experience without overshadowing its identity.

gender equality inclusion music festival sponsorship technology

Portugal

Continente Celebrates Diversity with New Back to School Campaign

Brand: Continente

Campaign: Back to School

Source: https://www.imagensdemarca.pt/artigo/continente-celebra-a-diferenca-no-regresso-as-aulas-com-nova-campanha/

Goal: To celebrate diversity and individuality among students during the back-to-school season.

Claim: In the school of everyone, there is a place to be different

Media: television, radio, digital, outdoor, cinema, stores

Summary: Continente has launched a multimedia campaign for the back-to-school season, emphasizing diversity and individuality among students. The campaign, created by Fuel, includes a back-to-school fair in stores and online, featuring a wide range of school supplies. This year, new inclusive products have been introduced, including those with ColorADD for colorblind students, highlighting the brand's commitment to accessibility.

back-to-school diversity inclusion school supplies

Portugal

Vodafone Brings Live Podcasts to Paredes de Coura to Promote Debate on Misogyny, Equality, and…

Brand: Vodafone

Campaign: V. Cast – A Genre of Conversation

Source: https://www.imagensdemarca.pt/artigo/vodafone-leva-podcasts-ao-vivo-ao-paredes-de-coura-para-promover-debate-sobre-misoginia-igualdade-e-inclusao/

Goal: To create space for relevant conversations on social issues

Media: Live podcasts

Summary: Vodafone will launch 'V. Cast – A Genre of Conversation' at the 2026 Vodafone Paredes de Coura festival. This initiative includes a series of live podcasts discussing issues like misogyny, gender equality, and inclusion, featuring various guests over three days in August. The goal is to foster important social discourse through cultural platforms.

gender equality inclusion podcasts

Austria

Inclusion: ORF-Enterprise Makes Advertising More Accessible

Brand: ORF-Enterprise

Campaign: Accessibility in Advertising

Source: https://www.horizont.at/marketing/news/inklusion-orf-enterprise-macht-werbung-barrierefreier-102816

Goal: Make advertising more accessible

Claim: Barrier-free advertising

Summary: ORF-Enterprise has initiated efforts to make advertising more accessible, focusing on removing barriers for people with disabilities. This campaign aims to promote inclusion in advertising.

accessibility inclusion

Finland

RFSU brings wrestling into the heart of the Pride park celebration with FCF Wrestling

Brand: RFSU

Campaign: RFSU Give a F*ck lounge

Source: https://www.markkinointiuutiset.fi/artikkelit/rfsu-tuo-fcf-wrestlingin-kanssa-showpainin-keskelle-pride-puistojuhlaa

Goal: To promote visibility and inclusivity during Pride celebrations

Media: live wrestling events, promotional activities at Helsinki Pride

Summary: RFSU collaborates with FCF Wrestling to bring wrestling performances to the Helsinki Pride Park celebration as part of the RFSU Give a F*ck lounge. The campaign emphasizes the shared values of courage and self-expression between Pride and wrestling. RFSU has been a long-time Pride partner in the Nordics, and this year marks the first official wrestling presentations as part of the event.

inclusion LGBTQ+ Pride Wrestling

Spain

FC Barcelona champions creative diversity with a collection created alongside individuals with intellectual disabilities

Brand: FC Barcelona

Campaign: null

Source: https://www.reasonwhy.es/actualidad/fc-barcelona-coleccion-diversidad-creativa-la-casa-de-carlota

Goal: Promote creative diversity

Summary: FC Barcelona is championing creative diversity by collaborating with individuals with intellectual disabilities to create a collection. The effort aims to highlight the value of inclusivity and the talents of individuals often overlooked in society.

creative collaboration diversity inclusion

FC Barcelona and La Casa de Carlota Launch a Capsule Collection

Brand: FC Barcelona

Campaign: Capsule Collection with La Casa de Carlota

Source: https://www.marketingdirecto.com/anunciantes-general/fc-barcelona-casa-carlota-lanzan-coleccion-capsula-reivindicar-creatividad-inclusiva

Goal: To promote inclusion and visibility of talent among people with intellectual disabilities

Claim: Diversity as a source of innovation and artistic expression

Media: Online store, Barça stores, social media

Summary: FC Barcelona launched a capsule collection of t-shirts in collaboration with La Casa de Carlota, a design studio that includes individuals with Down syndrome, autism, and other intellectual disabilities in its creative teams. The initiative aims to celebrate diversity as a means of innovation and artistic expression. The collection features designs that reinterpret iconic FC Barcelona symbols, showcasing the creative vision of artists with intellectual disabilities.

diversity fashion inclusion social impact