Welcome to the automated Brand Tracker diaries.
Uber and #MyDubai celebrate the stories that make Dubai home
Source: https://campaignme.com/uber-and-mydubai-celebrate-the-stories-that-make-dubai-home/
Goal: To showcase Dubai through personal stories and experiences of its residents
Claim: #MyDubai has always been about telling the story of the city through the people who experience it every day.
Media: Uber rides, social media
Summary: Uber UAE, in partnership with #MyDubai, launched the 'Dubai Backseat Stories' campaign to celebrate unique experiences and memories that connect people to Dubai. Running until October 14, the campaign invites residents to share their stories through question cards in Uber rides, showcasing the personal connections and diverse experiences that shape the city.
Merrell Announces Three-Year Collaboration with Sundance to Train New Outdoor Storytellers
Goal: Train new outdoor storytellers
Summary: Merrell has announced a three-year collaboration with Sundance for the launch of the Merrell Brand-Supported Storytelling Program.
Ayo Edebiri is the new ambassador for New Balance and debuts her first campaign with the brand
Goal: Highlight the connection between Ayo Edebiri and Boston through storytelling
Media: Photography
Summary: Ayo Edebiri has become the new ambassador for New Balance and stars in the first campaign of this collaboration, which is set in Boston, her hometown. The campaign showcases iconic locations in Boston, emphasizing the historical connection between Edebiri and the brand. Photographed by Tyler Mitchell, the campaign highlights Edebiri's creative identity and aims to explore storytelling in relation to the brand. Beyond the launch, Edebiri will engage in future campaigns and cultural projects with New Balance.
Seesüchtig: Erste Group Leverages New Storytelling Trend with Own Micro-Drama
Goal: Engage audiences through innovative storytelling
Summary: Erste Group has launched a new micro-drama campaign titled 'Seesüchtig', which embraces a modern storytelling trend aimed at captiving the audience's attention through immersive narratives.
Isabelita Virtual and the Agency Usted Launch Ella
Source: https://www.adlatina.com/nuevas-cuentas/isabelita-virtual-y-usted-lanzan-ella
Goal: To reinforce the global positioning of the brand
Claim: AI cannot be the message; Ella is here to tell stories that connect and move people.
Media: Digital media
Summary: Isabelita Virtual and the agency Usted have launched Ella, a new production and creativity studio exploring generative artificial intelligence. The debut project, 'Go North,' is a fashion film for the children's fashion brand The Campamento, showcasing a road movie that captures childhood as a time for discovery, featuring four characters on an adventurous journey. The campaign includes a 3-minute piece and five 20-second spots set to promote the brand's new autumn-winter collection.
The Book Fair Launches Flippra to Unite Games and Literature
Source: https://www.resume.se/marknadsforing/kampanj/spel-moter-litteratur-nar-bokmassan-lanserar-flippra/
Goal: To bridge the gap between literature and gaming.
Claim: Flippra is a kind of Tinder for storytelling.
Media: Digital platforms, social media
Summary: Bokmässan is launching Flippra, a digital service that connects literature and gaming by matching books and games based on themes and narratives. The initiative aims to engage new audiences with reading and encourage literature lovers to explore storytelling in video games. The campaign features contributions from creators in the gaming community.
Realestate.co.nz turns 30 with a new podcast series
Source: https://stoppress.co.nz/news/realestate-co-nz-turns-30-with-a-new-podcast-series/
Goal: To celebrate the 30th anniversary and create original storytelling about homes.
Claim: So much starts at home
Media: Spotify, Apple Podcasts, iHeart, YouTube, social media channels
Summary: Realestate.co.nz celebrates its 30th anniversary with the launch of a podcast series titled 'It all starts here', focusing on personal stories related to homes. Hosted by various members of the team, the series aims to highlight what happens after buying a home. The first episodes feature notable guests and are available on popular podcast platforms.
Niles, the Crocodile: Crocs’ Move Redefining What It Means to Have a Phygital Brand Mascot in 2026
Goal: To maintain daily brand relevance independent of product launch cycles.
Media: Weekly microseries, social media channels
Summary: Crocs has introduced Niles, a 1.83-meter crocodile character, as part of a new strategy focused on Brand Character IP. Niles is meant to create a continuous narrative and build community, ultimately becoming a business unit of its own rather than just a marketing gimmick. This innovative move emphasizes storytelling and daily engagement rather than relying on product launches.
Corbelle, Repetto, and Castellani: ‘We seek a creative idea where, if the brand is removed, the story doesn’t work.’
Goal: Create a branded content series that integrates the brand into the story.
Media: Digital series
Summary: The article discusses the development of 'Archivo X', a vertical fiction series created as branded content for the financial brand Naranja X. The creative team at Shorta emphasized the importance of embedding the brand within the narrative, aiming for it to be a crucial element rather than a mere advertisement. The series seeks to humanize the brand and engage audiences more deeply than traditional advertising formats.
These Guys I Know launches PR system Circulate
Source: https://stoppress.co.nz/news/these-guys-i-know-launches-pr-system-circulate/
Goal: Help organizations elevate their profiles and strengthen market position
Claim: Effective storytelling is a connected system
Media: News media, social platforms, customer communications, stakeholder communications
Summary: These Guys I Know has launched Circulate, a new PR and storytelling system designed to help organizations identify and develop strong stories for distribution across multiple channels. This system aims to simplify the communication process amidst the complexities of multiple platforms, ensuring that storytelling remains clear and impactful.
Meet Niles, the croc putting a face to Crocs
Source: https://www.marketing-interactive.com/meet-niles-the-croc-putting-a-face-to-crocs
Goal: To build a character-driven storytelling strategy
Media: Social media platforms
Summary: Crocs has launched its first official mascot, Niles, a six-foot-tall crocodile, as part of a long-term character-driven storytelling strategy. Niles, inspired by the crocodile silhouette from Crocs footwear, aims to deepen consumer relationships ahead of the brand's 25th anniversary. A social-first episodic micro-series will feature Niles navigating office life, aiming to develop his character in a way that engages audiences over time.
Aqualand Moravia is focusing on watchtime. The spot from Croatia reached 1.8 million people
Goal: Increase brand awareness as a destination
Media: Meta, YouTube
Summary: Aqualand Moravia launched a campaign on July 10 that creatively flips the stereotype of Czech tourists heading to the sea, showcasing Croatians vacationing in Moravia instead. Within days, the campaign reached over 1.8 million users and garnered more than 7 million views across Meta and YouTube platforms. The ad, characterized by a strong narrative and humor, aims to engage the audience and maintain their attention, showcasing the brand as a desirable destination rather than a one-time visit.
Under Armour teams with ‘Heated Rivalry’ star for new campaign
Goal: Increase awareness of HeatGear products
Claim: Confidence, conviction, and authenticity
Summary: Under Armour has teamed up with actor François Arnaud as the brand's latest ambassador for the campaign 'For When It’s Hot,' which promotes its HeatGear franchise. The campaign emphasizes the brand's core training ethos and highlights existing products. Under Armour is focusing on storytelling that enhances its performance credibility rather than introducing new items, amid increased marketing investment.
Honda Recovers Emotional Storytelling with New Campaign Created by Pablo London
Goal: To reinforce the emotional connection between Honda and consumers.
Claim: Your Dreams Engineered
Summary: Honda has returned to emotional storytelling in Europe with 'Your Dreams Engineered', the first campaign created by Pablo London since taking over the brand's creative account in September last year. The film emphasizes Honda's identity by showing engineering serving dreams, highlighting the transformation of abstract ideas into concrete solutions. This approach aims to differentiate Honda in a challenging automotive market, focusing less on technical specifications and more on the brand's strength and emotional storytelling.
From Censorship to Storytelling Magic: Powerful Campaigns to Support Reading Books
Goal: To combat censorship and promote reading
Claim: Books are not dead
Media: Print and in-store campaigns
Summary: The article discusses various campaigns focused on promoting reading and literacy, notably a campaign by Líra against Hungarian government censorship of LGBTQ+ books. With creative approaches using AI to generate engaging visuals, these campaigns aim to fight against declining book sales and celebrate the importance of storytelling.
The Irish Marketing Podcast: The Power of Story Telling
Source: https://www.adworld.ie/2026/07/17/the-irish-marketing-podcast-the-power-of-story-telling/
Goal: To highlight traditional Irish music and community
Summary: The article discusses an episode of The Irish Marketing Podcast featuring filmmaker Molly Kiely, who talks about her documentary 'At the Bottom of the Reen' and its influence on Smithwick's Find Originals campaign. The documentary provides a nuanced view of a rural Tipperary pub and its role in the local community, paralleling the campaign's focus on tradition and heritage.