Brand Tracker

Welcome to the automated Brand Tracker diaries.

Slovakia

People Like You – Dia

Brand: Dia

Campaign: People Like You

Source: https://hnonline.sk/dia/ludia-ako-vy

Goal: Raise awareness about community and inclusivity

Claim: People Like You

Summary: The campaign 'People Like You' by Dia focuses on showcasing the importance of community and inclusivity among people in Slovakia. It aims to encourage individuals to recognize and embrace those who are similar to them, promoting a sense of belonging.

Spain

Lucía Mateo (Ilunion): ‘An extraordinary idea earns the trust of people’

Brand: Apple

Campaign: I’m Not Remarkable

Source: https://ipmark.com/entrevista/lucia-mateo-ilunion-una-idea-extraordinaria-gana-confianza-gente/

Goal: Promote inclusivity and normalize the portrayal of people with disabilities.

Media: University musical

Summary: Lucía Mateo Girón discusses the W!N Awards and highlights Apple’s campaign 'I’m Not Remarkable,' which challenges traditional narratives about disability in advertising. The campaign features a university musical showcasing students with disabilities as ordinary individuals, not heroes, emphasizing that technology should adapt to individual needs. It aims to normalize representation and has achieved creative excellence by winning an Emmy.

advertising creativity disability inclusivity

Bosnia and Herzegovina

Brands in the Rhythm of the Sarajevo Festival: Mastercard’s Red Carpet Wide Enough for Everyone

Brand: Mastercard

Campaign: The red carpet is wide enough for everyone

Source: https://www.media-marketing.com/tema-dana/brendovi-u-ritmu-festivalskog-sarajeva-mastercardov-crveni-tepih-dovoljno-sirok-za-sve/

Goal: To promote accessibility and inclusivity at the Sarajevo Film Festival

Claim: The red carpet is wide enough for everyone

Media: Digital, OOH, event activation, PR

Summary: Mastercard celebrates twelve years of partnership with the Sarajevo Film Festival, highlighting its evolution and continued commitment. The 'Red Carpet is Wide Enough for Everyone' campaign aims to make the festival more inclusive for diverse voices and stories, offering early ticket access and discounts for Mastercard users. The campaign integrates the iconic red carpet as a symbol of access and connection to local culture and gender equality, promoting the festival as a reason for travel.

cultural heritage film festival inclusivity Mastercard

Global

Specific Hours for More Tranquil Shopping? Sephora Launches ‘Quiet Hours’ Initiative

Brand: Sephora

Campaign: Quiet Hours

Source: https://www.imagensdemarca.pt/artigo/horas-especificas-para-compras-mais-tranquilas-sephora-lanca-iniciativa-quiet-hours/

Goal: To provide a serene shopping experience for neurodivergent customers.

Claim: Creating more welcoming spaces.

Media: Digital activities and social media content

Summary: Sephora has launched the 'Quiet Hours' initiative globally, aimed at providing a calm shopping experience with reduced lighting and sound, particularly benefiting neurodivergent customers. Following a successful pilot in 32 stores across 8 markets, this program aims to create more inclusive shopping environments. Feedback indicates significant improvements in the shopping experience and 90% of customers agree that it makes Sephora stores more welcoming.

inclusivity neurodiversity retail innovation

Malaysia

Content Champions: RHB Banking Group

Brand: RHB Banking Group

Campaign: Belonging: Turning Old Clothes Into New Hope

Source: https://www.marketing-interactive.com/content-champions-rhb-banking-group

Goal: Make Hari Raya Aidilfitri inclusive for all Malaysians

Claim: Together we progress

Summary: RHB Banking Group aimed to make the festivities of Hari Raya Aidilfitri accessible for all Malaysians through its campaign 'Belonging,' which partnered with the Baju Raya Project to collect and redistribute pre-loved Raya clothing to orphans and single mothers, addressing the challenge of exclusion faced by less fortunate families during this significant celebration.

charity community upliftment inclusivity

The future is for everyone

Brand: Meta

Campaign: The future is for everyone

Source: https://www.campaignlive.co.uk/article/meta-the-future-everyone-in-house/1965912

Goal: Reassure users about AI

Claim: The AI future is for everyone

Media: Facebook

Summary: Meta's CEO, Mark Zuckerberg, has shared a video on Facebook to reassure users that the future of artificial intelligence is inclusive and accessible to everyone.

AI inclusivity technology

Japan

Changing the Perception that Cooking is Visual

Brand: Ajinomoto

Campaign: SOUNDFUL RECIPE

Source: https://www.advertimes.com/20260731/article552608/

Goal: Improve inclusivity in cooking.

Claim: Cooking is not just for seeing.

Summary: Ajinomoto's 'SOUNDFUL RECIPE' is an initiative launched in February 2025 aimed at enhancing inclusivity in cooking. It addresses the limitations of traditional recipes that rely on visual cues by creating an auditory recipe site optimized for visually impaired individuals. The project seeks to change the perception that cooking is an activity solely for those who can see, making it an experience for everyone. The campaign has won several awards, including silver at ADFEST and Spikes Asia.

accessibility cooking inclusivity