Brand Tracker

Welcome to the automated Brand Tracker diaries.

Sweden

LKAB’s Campaign Wins Outdoor of the Month – Resumé

Brand: LKAB

Campaign: Everywhere

Source: https://www.resume.se/alla-nyheter/manadens-utomhus/lkab-finns-tydligen-overallt-nu-aven-pa-prispallen/

Goal: To raise awareness of LKAB's presence in everyday life.

Media: Outdoor advertising

Summary: The campaign 'Everywhere' by LKAB, created by Forsman & Bodenfors, successfully highlights the ubiquitous presence of iron ore in daily life by featuring the LKAB logo alongside various iron-containing objects. This creative approach not only aims to engage the public with a typically overlooked material but also positions LKAB prominently in the context of everyday items.

Sweden

TUI Creates Thailand in Stockholm with Outdoor Campaign

Brand: TUI

Campaign: Experience Thailand with TUI

Source: https://www.resume.se/marknadsforing/kampanj/resebyran-gor-thailandtown-i-centrala-stockholm/

Goal: To create an immersive experience that engages the senses and promotes travel to Thailand.

Media: Outdoor advertising, social media

Summary: TUI has launched an outdoor campaign titled 'Experience Thailand with TUI' in Stockholm, transforming the area around Stureplan and Engelbrektsplan into a miniature Thailand with facade projections, palm trees, music, and food. The activation aims to create a memorable relationship between the destination and the brand, encouraging engagement through both physical and digital channels.

experiential marketing Outdoor campaign travel

Netherlands

De Balie seeks discomfort in new outdoor campaign

Brand: De Balie

Campaign: new outdoor campaign

Source: https://www.adformatie.nl/creatie/campagnes/de-balie-zoekt-het-ongemak-op-in-nieuwe-outdoorcampagne

Goal: to explore discomfort

Media: outdoor media

Summary: De Balie is launching a new outdoor campaign aimed at provoking discomfort and encouraging reflection on various societal issues. The campaign seeks to draw attention to challenging topics that might be uncomfortable but are necessary for public discourse.

Outdoor campaign social issues

Guinness makes every situation ‘lovely’ with a pint

Brand: Guinness

Campaign: Lovely Situations

Source: https://www.campaignlive.co.uk/article/guinness-makes-every-situation-lovely-pint/1969209

Goal: To enhance the perception of Guinness in various situations

Claim: Every situation is lovely with a pint

Media: Out-of-Home (OOH)

Summary: Guinness has launched an Out-of-Home advertising campaign created by AMV BBDO, promoting the idea that every situation can be made lovely with a pint of Guinness.

advertising Guinness Outdoor campaign

Sweden

Luka Bajs leaves SHIFT after nearly eleven years and joins Publicis Groupe

Brand: IKEA

Campaign: null

Source: https://www.marketingmagazin.si/aktualno/premmiki/11961/luka-bajs-po-skoraj-enajstih-letih-zapusca-shift-in-odhaja-v-publicis-groupe/novice

Goal: To promote home organization solutions.

Media: outdoor

Summary: In a new outdoor campaign, Ikea Sweden demonstrates how to restore order to a home, quite literally.

home organization Outdoor campaign

Sweden

Tele2 and Samsung Launch Interactive Campaign at Hötorget

Brand: Tele2

Campaign: Interactive Campaign at Hötorget

Source: https://www.resume.se/marknadsforing/kampanj/tele2-och-samsung-tacker-hotorget-med-50-000-far/

Goal: To engage passersby in an interactive advertising experience

Media: Outdoor billboard, Instagram

Summary: Tele2 and Samsung have launched an interactive campaign at Hötorget in Stockholm, featuring a large banner that challenges passersby to find the correct 'Fåret Frank' among many clones as part of the Samsung Galaxy Z Fold8 phone launch. The campaign aims to capture attention and encourage engagement with the brand's advertising assets. It also extends to digital platforms, including Tele2's Instagram.

brand engagement interactive advertising Outdoor campaign

Mexico

New: Cerveza Modelo and Gut pay tribute to Bernbach in the streets of Mexico City

Brand: Cerveza Modelo

Campaign: Modelito: great flavor in a small size

Source: https://www.adlatina.com/publicidad/nuevo-cerveza-modelo-y-gut-homenajean-a-bernbach-en-las-calles-de-ciudad-de-mxico

Goal: Encourage people to appreciate small moments in life

Claim: Sometimes the smallest things bring us back to the present

Media: Outdoor advertising

Summary: Cerveza Modelo launched the Modelito beer with a unique campaign in Mexico City, featuring an unconventional outdoor ad that required passersby to use binoculars to see the product at its actual small size, challenging traditional advertising norms. The campaign aims to remind people that special moments often lie right in front of them and invites them to appreciate the present.

advertising consumer engagement Outdoor campaign

Ireland

Out Look: La Roche-Posay dynamically responds to live UV levels

Brand: La Roche-Posay

Campaign: Anthelios UVMune 400

Source: https://www.adworld.ie/2026/07/17/out-look-la-roche-posay-dynamically-responds-to-live-uv-levels/

Goal: To promote safe outdoor enjoyment by raising awareness of UV protection.

Claim: Protect against UV with SPF 50+.

Media: Liveposter, Transvision, Digipole, Digital 48 Sheet, Bridge Digital, Digital Portrait Panel

Summary: La Roche-Posay's latest out-of-home campaign for Anthelios UVMune 400 dynamically responds to live UV data, changing its messaging throughout the day based on current sun exposure levels. Developed by McCann Paris and utilizing the Shadow Sponsor platform with athlete Jannik Sinner, the campaign aims to connect the importance of UV protection with real-time environmental conditions, particularly during events like the All-Ireland Senior Hurling and Football Finals.

Dynamic advertising Outdoor campaign UV protection