Welcome to the automated Brand Tracker diaries.
Have you spotted Spider-Man’s newest ride?
Source: https://www.marketing-interactive.com/have-you-spotted-spider-man-s-newest-ride
Goal: Connect the brand with Spider-Man's global fanbase and reinforce positioning around innovation and technology
Media: Film, Global marketing campaign, In-car features
Summary: BMW partners with Sony Pictures for Spider-Man: Brand New Day, integrating its electric vehicles into the film's storyline and launching a global campaign featuring a father and son encountering Spider-Man. The campaign aims to connect with fans and showcase BMW's technology, including a Spider-Man-themed in-car experience. The collaboration also features a unique concept vehicle with dynamic graphics.
The September Issue of ‘Brain’ Focuses on ‘Global Creativity’ Transforming Management and Society with Human Ideas and AI Implementation
Source: https://www.advertimes.com/20260731/article552605/
Goal: Highlight innovation and creativity in various awards
Media: magazine, awards interaction
Summary: The September issue of 'Brain' magazine focuses on 'Global Creativity,' discussing innovative projects recognized in major overseas creative awards in 2026, including the newly established 'Creative Brand' category at the Cannes Lions. The issue highlights how creativity is evaluated amidst the rise of AI and features notable Japanese award-winning projects like Nikka Whisky's 'dear difference' and Ajinomoto's 'SOUNDFUL RECIPE.' It also includes insights from judges and creators about the future of creativity.
Drivers of Innovation: Why AI is the New Voice of Audi Advertising
Source: https://www.horizont.net/medien/nachrichten/ki-die-neuestimmeder-werbung-235222
Goal: To leverage AI for innovative advertising solutions
Claim: AI is the new voice of advertising
Media: Audio advertising channels
Summary: The article discusses how Audi is adopting artificial intelligence as a transformative element in their advertising strategies. It highlights the role of AI in enhancing customer engagement and creating more personalized advertising experiences.
Sogrape Reduces Emissions and Water Consumption and Accelerates Energy Transition
Goal: Reduce greenhouse gas emissions and improve sustainable resource management
Summary: Sogrape has reduced greenhouse gas emissions and water consumption while enhancing the use of renewable energy in its operations during 2025. The company has achieved a 13.2% reduction in emissions in Portugal and an 11.6% reduction in Spain. It also reports that 66.6% of the electricity consumed in Portugal was from renewable sources, and its water usage decreased by 40.5% per bottle due to investments in technology. The company is focused on innovation with 38 R&D projects and collaboration with over 200 entities to develop solutions for a more resilient wine sector, while also supporting social impact projects.
Trentino in 2027: The Innovation Festival kicks off with Il Sole 24 Ore
Goal: To create a platform for dialogue and innovation in Trentino
Summary: The Festival of Innovation in Trentino will resume in October 2027, following the successful Wired Next Fest Trentino from 2023 to 2025. The initiative aims to establish a dialogue between businesses, institutions, and the public, showcasing Trentino as a hub for innovation and collaboration. Key contributors include the University of Trento and various local institutions. The goal is to strengthen the region's research and economic development capabilities.
EDP prepared to lead the future with the electrification of the economy
Goal: To share knowledge and envision the future
Summary: EDP is celebrating its 50 years in the context of a volatile geopolitical landscape marked by advances in artificial intelligence and the electrification of the economy. The company aims to honor its past while also focusing on imagining its future during the 'Imagine the Next 50 EDP Summit' event, which included various thought leaders discussing future transformations.
Campaign Launch: Lamborghini Tells the Urus as a Symbol of Human Progress
Goal: to showcase the Urus as a representation of human advancement
Claim: Urus embodies human progress
Summary: The campaign focuses on the Lamborghini Urus, portraying it as a symbol of human progress, highlighting innovation and luxury.
Vodafone concludes 71 technological innovation projects supported by the PRR
Goal: To validate and accelerate the development of innovative products and services
Summary: Vodafone has completed 71 technological pilot projects in collaboration with the national innovation ecosystem as part of three Test Beds and a Mobilizing Agenda related to the Recovery and Resilience Plan (PRR). These projects, primarily developed in the Vodafone Boost Lab, allowed startups and SMEs to test solutions in areas such as AI, IoT, and healthcare. This initiative not only exceeded its contractual goals but also contributed to the acceleration of new product market entries and collaborative projects that impact economic transformation.
Honda Sent Dreams for Testing
Source: https://www.media-marketing.com/vijesti/honda-je-snove-poslala-na-testiranje/
Goal: To connect automotive engineering with human needs and desires.
Claim: Engineering makes sense only if it solves something very human.
Media: Film, OOH, social media content
Summary: Honda launched a new campaign titled 'Your Dreams Engineered,' showcasing how human ideas take shape during the engineering process. The campaign, created by Pablo London, emphasizes that behind every useful technology is a desire for improvement. It includes a main film and supports OOH and social media content, aligning specific vehicle models with various driving plans and life situations.
ESS France launches the brand ESS – The economy in a better way
Goal: Promote a new brand focused on better economics
Claim: Economy in a better way
Summary: ESS France has launched its new brand aimed at improving the economy. The campaign emphasizes innovation and sustainability while seeking to engage with various stakeholders.
SPV launches platform to finance innovation projects in circular economy
Goal: Accelerate innovation in circular economy and waste management
Summary: Sociedade Ponto Verde (SPV) has launched a new digital platform aimed at financing Research & Development (R&D) projects to promote innovation in the circular economy and packaging waste management. The platform offers a simpler application process for entrepreneurs, businesses, universities, research centers, associations, and NGOs to access SPV's support program. Since its inception, SPV has invested over six million euros in various projects, with the goal of fostering solutions related to circular economy practices. The platform also includes features to streamline application management and improve communication with SPV's team.
Vodafone aims to provide mobile satellite network across the country by 2027
Goal: To launch a satellite mobile communications service by 2027
Claim: Enhancing connectivity and resilience in emergencies
Media: Press Release, Digital Communications
Summary: Vodafone Portugal has announced a partnership with Satellite Connect Europe to launch a satellite mobile communications service across Portugal by the end of 2027. This service will enable conventional smartphones to connect in areas lacking terrestrial coverage, making Vodafone the first operator in the country to offer such technology. The initiative aims to improve connectivity in remote areas and enhance communication resilience during emergencies like storms or power outages. Before the commercial launch, Vodafone must obtain the necessary regulatory approvals.
Crave Group puts local spin on Mercedes-Benz’s global tour
Source: https://stoppress.co.nz/campaigns/crave-group-puts-local-spin-on-mercedes-benzs-global-tour/
Goal: To celebrate Mercedes-Benz's legacy and connection to New Zealand's automotive history
Media: Private event launch, cinematic experience
Summary: Crave Group partnered with Mercedes-Benz New Zealand to launch the local leg of the global ‘140 years. 140 places’ tour, commemorating 140 years of automotive innovation. The campaign highlights the historical connection of Mercedes-Benz to New Zealand, showcasing its first vehicle import by politician William McLean. The campaign included a media and VIP launch event featuring a cinematic narrative and culminated with the reveal of the new S-Class model. A second event focused on community by engaging over 100 Mercedes-Benz owners and promoting the new S-Class through a tour across New Zealand.
Honda turns dreams into cars in its new European campaign
Source: https://www.reasonwhy.es/actualidad/honda-innovacion-ingenieria-campana-your-dreams-engineered
Goal: To inspire and connect dreams with automotive innovation
Claim: Today I make decisions guided by Rigor and Renunciation.
Summary: Honda's new European campaign emphasizes the brand's commitment to turning dreams into reality, reflecting on personal decisions and their long-term impact, indicated by the phrase about a rabbit deciding the future 25 years ago.
Bandida presents ‘Lima-Tada’ edition with lime, cucumber, and mint for the summer
Goal: To provide consumers with a refreshing and unexpected cider experience during the summer.
Claim: What if… it's not the same old thing?
Summary: Bandida has launched a limited edition cider called 'Bandida Lima Pepino & Menta' for the warmer months, combining lime, cucumber, and mint flavors. This new offering aims to surprise consumers and challenge traditional consumption methods, showcasing the brand's commitment to innovation and unique flavor combinations.
Honda Launches New Pan-European Creative Platform ‘Your Dreams Engineered’ with Pablo London
Goal: To celebrate Honda's innovative approach and connect with customers' dreams.
Claim: Every Honda starts with a customer and a dream.
Media: Film
Summary: Honda has launched its new pan-European creative platform 'Your Dreams Engineered' with agency Pablo London. The campaign showcases Honda's philosophy and engineering approach, bringing human dreams to life through a transformative film that highlights the brand's automotive range. The film reminds audiences of Honda's commitment to engineering and innovation aimed at simplifying customers' lives and helping them realize their dreams. Olivia Dunn from Honda emphasized the human-focused innovation, particularly relevant in today's AI-driven world.
Škoda Recurs to a Prehistoric Creature to Introduce Its New Electric Peaq
Source: https://www.reasonwhy.es/actualidad/skoda-criatura-prehistorica-ichy-presentar-nuevo-electrico-peaq
Goal: To promote the new electric vehicle
Summary: Škoda is using a prehistoric creature to introduce their new electric vehicle, the Peaq. The campaign reflects on decision-making influenced by historical symbols, emphasizing innovation and future orientation.
Multicare opens its own clinics and strengthens investment in direct healthcare provision.
Goal: To enhance direct healthcare provision and create an integrated health care model.
Claim: Building a more integrated health model.
Summary: Multicare has announced the opening of its own clinics in Portugal as part of a strategy to strengthen direct health care services. The initiative aims to create a hybrid primary care ecosystem for all citizens, regardless of their insurance status, focusing on universal access, innovation, and clinical quality. The first unit is now open in Lisbon, offering dental services and reflecting Multicare's evolution from insurer to an active partner in managing health for the Portuguese.
Hyundai Upgrades World Cup Stunts With First Robot-Powered Halftime Activation
Source: https://www.adweek.com/convergent-tv/hyundai-world-cup-robot-halftime-activation/
Goal: Showcase innovation and the future of soccer
Claim: Next Starts Now
Media: FIFA World Cup events
Summary: Hyundai Motor Company executed the first robotics-powered halftime activation at the FIFA World Cup, featuring Boston Dynamics' Atlas robot delivering the match ball and performing goal celebrations. This activation demonstrated the real-world capabilities of the humanoid robot and was part of Hyundai's broader 'Next Starts Now' campaign, aiming to showcase innovation in football. The company's strategy involved breaking through the advertising noise on a global stage like the World Cup.
La Menorquina strengthens its commitment to innovation with a reality show for its R&D team
Source: https://www.reasonwhy.es/actualidad/la-menorquina-campana-publicidad-helados-a-flote
Goal: To promote innovation within the R&D team
Summary: La Menorquina is launching a reality show aimed at enhancing innovation within its research and development team. The show will highlight the team's creative processes and contributions.