Tag: others
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026 Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
24. 2. 2026 Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem… Continue reading HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE
HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
24. 2. 2026 Context This campaign promotes a film by changing the look of a well-known TV studio during the ad break, so the show setting becomes part of the idea. Universal Pictures International Germany supported the live-action version (made with real actors) of How to Train Your Dragon, based on a well-known animated franchise. The ad special… Continue reading HOW AD ALLIANCE USED VIRTUAL SET GRAPHICS TO RESKIN THE LET’S DANCE STAGE FOR UNIVERSAL PICTURES
CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
24. 2. 2026 Context Channel 4’s Diversity in Advertising Award 2025 set its brief under the theme “Inclusive by Design”. It asked brands to embed inclusive practices into the creative, rather than at the end of production. The initiative linked that ambition to airtime: £1m of advertising space across Channel 4’s portfolio sat behind the winning campaign. The… Continue reading CHANNEL 4 SHOWS HOW PUTTING ACCESSIBILITY FIRST BENEFITS BOTH CUSTOMERS AND COMMERCIAL WITH CURRYS’
TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT
24. 2. 2026 Context A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast. In this case, the ITV campaign… Continue reading TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT
USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT
24. 2. 2026 This campaign connected Bauhaus’s retail messaging to a major national television event. In Finland, municipal and regional elections feature hours-long results TV programmes that track vote counting as results come in. Bauhaus (a major home improvement retailer) partnered with the biggest national broadcaster, Sanoma, to create branded entertainment within this format, using “price” as the… Continue reading USING ELECTION NIGHT VIEWING HABITS TO MAKE A RETAIL MESSAGE FEEL LIKE ENTERTAINMENT
WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT
23. 2. 2026 Description Bol is Belgium’s largest e-commerce platform, a household name for buying books, electronics, and everyday items online. But furniture and home décor? That was not what consumers associated with the brand. DPG Media set out to change this perception through a multi-format partnership with Huis Gemaakt (“Home Made”), a popular Flemish TV show where… Continue reading WHEN A CROSS-FORMAT APPROACH MULTIPLIES IMPACT: BOL × HUIS GEMAAKT ACROSS CONTENT & CONTEXT
A SPECIAL CHRISTMAS AD BREAK AS PRIMETIME ENTERTAINMENT
23. 2. 2026 Background In the Netherlands, Christmas commercials hold a special place in television culture. Much like the Super Bowl in the United States is known for its spectacular commercials, the Dutch festive season is the moment when brands showcase their most creative, emotional storytelling. Over the years, several Christmas campaigns have achieved iconic status, moving and… Continue reading A SPECIAL CHRISTMAS AD BREAK AS PRIMETIME ENTERTAINMENT
GIVING SUSTAINABLE BUSINESSES THEIR FIRST TV SPOTLIGHT
23. 2. 2026 Background B Corp certification is a globally recognised standard for businesses that meet high levels of social and environmental performance, accountability, and transparency. The certification is awarded by B Lab, a non-profit organisation. In the UK, there are thousands of certified B Corps, many of them small businesses with ambitions to reach mainstream audiences at… Continue reading GIVING SUSTAINABLE BUSINESSES THEIR FIRST TV SPOTLIGHT
ELEVATOR PITCHES MADE REAL: GIVING BLACK ENTREPRENEURS A NATIONAL STAGE
23. 2. 2026 Black-owned businesses in the UK face significant barriers to success. Only 0.24% of venture capital funding reaches Black founders, and one-third of Black entrepreneurs struggle to gain belief in their ventures. Channel 4, in partnership with Lloyds Bank (one of the UK’s largest retail banks), created the Black in Business initiative to address these disparities.… Continue reading ELEVATOR PITCHES MADE REAL: GIVING BLACK ENTREPRENEURS A NATIONAL STAGE
BUILDING TRUST FOR PRIVATE HEALTHCARE BY PUTTING DOCTORS FIRST AND USING TV AS A TRUSTED NATIONAL STAGE
20. 2. 2026 Campaign objectives To challenge the belief that only state hospitals deliver life-saving care, AKFA Medline decided to produce a doctor-led manifesto film and placed it on national TV, with IM Service handling broadcast delivery, timing, and exposure for a sensitive message. The campaign brief combined awareness with credibility: increase brand awareness, strengthen trust and loyalty,… Continue reading BUILDING TRUST FOR PRIVATE HEALTHCARE BY PUTTING DOCTORS FIRST AND USING TV AS A TRUSTED NATIONAL STAGE
DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK
20. 2. 2026 Golf is a globally popular sport, but it has historically struggled to attract younger audiences. The sport’s traditional image does not always reflect the diversity and style of today’s players, which can limit its appeal to new generations. Adidas, one of the world’s leading sportswear brands, saw an opportunity to help modernise how golf is… Continue reading DRESSING THE SCREEN: HOW ADIDAS BECAME GOLF’S NEW LOOK
TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
20. 2. 2026 Standaard Boekhandel is a Belgian book retailer. It wanted to make reading feel relevant again at a time when many people spend more time with other entertainment. The brand also wanted its bookstores to stay strong places for discovery, where people browse and find new titles, not only pick up a book they already decided… Continue reading TURNING TRUSTED TV MOMENTS INTO BOOK SALES BY LINKING ATTENTION TO CLEAR PLACES TO BUY
DON’T SKIP THE BREAK: TURNING FRANCE 2’S AD BUMP INTO A LIFE-SAVING REMINDER
20. 2. 2026 Campaign objective FranceTV Publicité (FTP) built the campaign around a single TV-native move: take the short on-air ident that usually marks the start and end of advertising on France 2 (a well known visual “bump”, where the channel’s celebrities seem to be touching the screen to ‘enter’ into the advertising break) and turn it into… Continue reading DON’T SKIP THE BREAK: TURNING FRANCE 2’S AD BUMP INTO A LIFE-SAVING REMINDER
WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT
30. 1. 2026 ProSieben and Joyn broke new creative ground with The Masked Singer Germany, transforming traditional product placement into something unprecedented. Seven.One Media worked with Playmobil to create a partnership where the brand did not just sponsor the program or place products within it – instead, the brand became a competing character. The Playmobil Pirate mask sang,… Continue reading WHEN BRANDS BECOME CHARACTERS: TRANSFORMING PRODUCT PLACEMENT INTO ENTERTAINMENT
USING CARBON SCORING TO STEER ADVERTISING TOWARDS MORE SUSTAINABLE PRODUCTS
11. 12. 2025 FranceTV Publicité has partnered with independent consultancy Carbone 4 to measure the climate compatibility of advertised products and, from 2026, to encourage higher-scoring products with preferential airtime across its ecosystem. This approach treats climate-compatible advertising as a lever sales houses can actively control, rather than a passive constraint. The following sections highlight seven points sales… Continue reading USING CARBON SCORING TO STEER ADVERTISING TOWARDS MORE SUSTAINABLE PRODUCTS
RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
10. 12. 2025 RMB has created Blue as a single transition brand that signals a purpose-driven marketing strategy to both citizens and advertisers. From a B2C angle, it is presented to the viewers through a recognisable on-air identity and the www.bluepub.be website, and from a B2B perspective, to the ad market as a label attached to campaigns that… Continue reading RMB BLUE, A TRANSITION BRAND AND COMMERCIAL SYSTEM FOR VALUES-BASED ADVERTISING
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025 Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS