Ahead of the highly anticipated Oxford Street store opening in 2025, IKEA today announced the forthcoming opening of ‘Hus of FRAKTA’; a pop-up experience on London’s Oxford Circus, dedicated to one of the most iconic symbols of the IKEA brand, the blue FRAKTA bag.

Meaning ‘to freight’ in Swedish, the FRAKTA bag was originally designed over three decades ago to help customers carry their purchases. Today it has become a cultural icon – reimagined by iconic designers including Zandra Rhodes and Marimekko along the way. It’s not just a bag; it’s a symbol of resourcefulness and adaptability; reused by many in so many different ways. From laundry basket to beach bag and even a trusty companion for city commuters, the FRAKTA has proven its versatility in countless ways, becoming part of the stories we live every day.

Rooted in the five democratic design principles of IKEA – function, form, quality, sustainability, and affordability – the FRAKTA is available for just 75p, making it an indispensable part of everyday life. Nearly half of UK households (45%) own one, with many (31%) keeping theirs for over five years, proving that it’s not just a bag – it’s a part of their journey¹.

Matt Gould, IKEA London City Store Manager, said: “As we prepare for our Oxford Street city store opening next year, we’re excited to showcase the unique offerings we’ll bring to this iconic location. When we open our doors, customers will discover well-designed, functional home furnishing products at prices that make them accessible to as many people as possible. There’s no better product to demonstrate this commitment than our FRAKTA bag with its small, 75p price tag. A staple in our range for over 30 years, and in so many households, we wanted to pay tribute to this household favourite, and bring IKEA a little closer to our customers before next spring’s opening.”

Hus of FRAKTA will be located at 216 Oxford Street, next to the forthcoming Oxford Street store, and opens its doors at 11am on Thursday 28^th November. The pop-up will then be open daily from 11am until 8pm, Monday – Saturday, and 12pm until 6pm on Sundays until March 2025.

¹ The survey was conducted online by Cision in June 2023 with a sample size of 1,000 individuals.

Source: IKEA

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With eight of the world’s top tennis players competing, the Nitto ATP Finals promises world-class tennis and nail biting moments. In order to reach new social audiences and bring fans closer to the action, ATP has partnered with immersive social agency Make My Day, to launch a world-first immersive highlights campaign.

The campaign’s first stage runs throughout the tournament and involves bringing real match footage to life with cutting-edge CGI and 3D technology overlays. The highlights, supplied by ATP’s broadcast and production arm NATPF, will be shared on ATP’s Instagram account (@atptour).

The second stage of the campaign kicks off in the semi-finals of the competition, bringing a cutting-edge AR experience directly to viewers wherever they are. Using ATP’s AR filter, fans can relive pivotal, game-changing moments in four simple steps. Firstly, the viewer scans their surroundings with a phone and taps to begin; a virtual court then materialises, ready to be placed onto any surface, like a tabletop. The game highlight then plays on a continuous loop, allowing the viewer to move around and explore the scene from every angle. Finally, viewers are encouraged to share the immersive experience with friends or across their social networks.

Andrew Walker, Senior Vice President Brand & Marketing at ATP, said: “For our fans, we are always seeking ways to add excitement and interactivity to the viewing experience. Make My Day’s expertise in socially native content that is powered by technology has opened doors to new possibilities. The augmented highlights unveiled this week will be a first for tennis fans and will pave the way for our fans to experience their favourite ATP players and sporting moments in dynamic new formats.”

Will Scougal, co-founder and managing director at Make My Day, said: “We’re seeing XR fundamentally change the way culture is experienced by people, from wearables, to broadcast to social AR. This work sets a new standard for sports viewing, merging real match data with cutting-edge technology to create a new and unforgettable fan experience right at the heart of where sport is discussed the most, social media.”

Source: Make My Day

Happiness Brussels, an FCB alliance, and Burger King Belgium have capitalized on these new features with an innovative campaign, to help the famed burger brand get their name mentioned in games time and time again – just by encouraging gamers to use players with the same name as the brand.

The activation, #BurgerToKing, invites football fans to create a squad with players called “Burger”, “Berger”, or “King” and pass between themselves, prompting the commentator to constantly shout “Burger!” and “King!”. The brand is encouraging users to score goals from Burger to King and share these moments on social media with the hashtag #BurgerToKing, to receive a coupon for a free Whopper.

Dirk Lammens, Head of Marketing at Burger Brands Belgium, said: “Burger King is a relatively young brand in Belgium. We’ve only been around here since 2017. With this activation, we’re able to engage with the local gaming community in an authentic, bold, and playful way, and help claim our place in culture.”

Geoffrey Hantson, Chief Creative Officer at Happiness, an FCB alliance added: “Brands have been trying to enter the world of gaming for years, but it turns out that Burger King has been there all along… with players called Burger and King. We’re happy to bring this to life with this activation”

The campaign launched in Belgium with six of the country’s biggest football streamers on TikTok and Twitch including: @JoaquimBlaze, @RSCL_ShadooW, @rigortv @riedley, @sjipoepii, @toobzster.

Source: Happiness Brussels

McDonald’s Sweden has added a new item to the brand’s long history of iconic and sought-after merchandise. Since merch is also often associated with music and concerts, the activation took place during a recurring summer festival in Sweden. Throughout the summer, festivalgoers were able to get their hands on the merch by placing their order at a McDonald’s ordering kiosk inside the area and then watch the receipt get printed on a T-shirt in real-time.

“Orders at McDonald’s can be quite specific and unique. Every item on the menu has its own loyal fan base, just like musicians. That’s why it felt fun to focus on an expression that has united all types of fans worldwide for decades – merch,” says Fabian Luthander, copywriter at NORD DDB.

4,000 T-shirts were printed during the twelve stops on the festival tour, and fans of the restaurant chain lined up from open to close to get a hold of one. The print on the T-shirt also included a QR code which gave the owner an extra good deal when placing an order at any of McDonald’s Sweden’s restaurants.

“Considering the engagement we received, it’s safe to say that we all feel strongly about our own particular order. Some make more unique pairings meanwhile others are on the more traditional side. Regardless, your McDonald’s order does say a lot about you and now thousands of fans can flaunt theirs in a fun and unexpected way,” says Susanne Wahlberg, project manager at McDonald’s Sweden.

• Advertising agency: NORD DDB
• Media agency: OMD
• PR agency: Prime Weber Shandwick
• Event agency: Concept Store

Source: NORD DDB

Newman’s Own, Inc. recently unveiled the results of its Generosity Index, a unique social experiment that measured generosity across the nation through a “Pay What You Want” pizza truck tour created by agency DCX Growth Accelerator. The findings revealed that residents of Los Angeles and Taylor Swift fans, known as Swifties, are some of the most generous people in the country. This initiative not only provided valuable insights into American generosity but also furthered the Newman’s Own mission since 100% of the tour’s proceeds were donated to help children facing adversity through the Newman’s Own Foundation.

As the truck traveled to other major markets, it became evident that Los Angeles residents led the way nationally in generosity, spending an average of $5.54 per slice. This unexpected outcome highlighted the city’s strong sense of community and willingness to contribute to causes that make a difference in the lives of vulnerable children.

In addition to geographical insights, the tour provided data on consumer generosity linked to their pop culture preferences. Among fans of Taylor Swift, Olivia Rodrigo, and BTS, Swifties emerged as the most generous, spending an average of $1 more per slice than Livies. This finding is consistent with Taylor Swift’s well-known charitable efforts and her fans’ dedication to giving back.

Sports rivalries also played a role in the generosity data. Yankees fans outspent Red Sox fans by 46% at the Newman’s Own pizza trucks parked outside the games, while University of Michigan fans were 50% more generous than Ohio State fans on average.

Interestingly, data showed that age and disposable income had little impact on generosity. Baby Boomers and Generation X paid roughly the same amount per slice ($3.34/slice), despite Gen X having nearly 50% more disposable income. Similarly, Millennials and Gen Z donated $2.75/slice and $2.61/slice respectively, with Millennials having almost 2x the disposable income of their Gen Z counterparts.

“Taking the Newman’s Own pizza truck across the country as a social experiment on people’s generosity was an insightful experience,” said Peter Kaye, Interim Chief Growth Officer at Newman’s Own, Inc. “While the results were entertaining and sometimes surprising, they confirmed what we already knew—Americans are generous people who love Newman’s Own pizza!”

“We’re excited to see such great generosity in this country, to help even more kids, and to continue our founder Paul Newman’s desire to make the world a better place,” commented David Best, President and CEO at Newman’s Own, Inc.

For more information about Newman’s Own, Inc. and the Newman’s Own Generosity Index, please visit generosityindex.com. Follow the company on Instagram @newmansown and TikTok @newmansownfood for updates on brand initiatives and new product launches.

Source: Newman’s Own, Inc.

Decathlon is an official partner of World Cleanup Day and aims to collect over 5,000 pieces of rubbish in partnership with UK environmental non-profit Planet Patrol over a two-week period

In celebration of World Cleanup Day, newly recognised on the UN Calendar of International Days in 2024, took place this Friday, September 20, DECATHLON launched “Rentals for Rubbish”, a program that will reward customers for cleaning up their local areas by offering money off rentals on a range of sports equipment, including bikes, paddle boards, and camping gear.

To bring the initiative to life, Decathlon has partnered with Planet Patrol, a non-profit organisation focused on environmental action and data collection, particularly the protection of the UK’s waterways and blue spaces.

Developed with AMV BBDO, as part of the Ready To Play? platform launched earlier this year, the initiative encourages participants to collect litter in their local areas, record their findings in the free Planet Patrol App, and then dispose of it responsibly at home or through local recycling facilities. The more litter collected, the greater the discount on rental gear achieved.

As an official partner of World Cleanup Day, Decathlon hopes to collect 5,000 pieces of litter within a two-week period, encouraging communities across the UK to work together toward a cleaner planet.

A pop-up store in London, on Saturday September 21, kicks off the initiative and aims to inspire people to actively participate in caring for our shared environment. Designed by Beautiful Wonder, the eco-friendly space is made entirely from recycled cardboard and acts as a hub for customers to rent equipment for FREE in exchange for rubbish they’ve collected.

Circularity and sustainability are core principles at the heart of Decathlon‘s business, making this initiative a key pilot for global adoption next year. This large-scale collection, combined with the logging of litter locations through Planet Patrol, will contribute essential data needed to protect green spaces and keep our shared playgrounds clean.

Izabella Angelova, Global Brand Marketing Leader at DECATHLON, says, “Sustainability and circularity are at the core of Decathlon’s mission, and ‘Rentals for Rubbish’ exemplifies our commitment to making sports more accessible while protecting the environment. Alongside our rental services, we offer repair, buyback, and Second Life programs to extend product lifecycles and reduce waste. We’re exploring opportunities to expand this initiative globally next year as part of our ongoing sustainability efforts.”

Lizzie Carr, founder of Planet Patrol, comments “We’re delighted to be partnering with Decathlon for World Cleanup Day 2024. Decathlon’s mission is to collect, remove and upload 5,000 pieces of litter in the Planet Patrol app over two weeks, creating opportunities for people across the UK to get outside and be active, whilst helping protect our planet from the harmful effects of litter pollution.”

AMV BBDO Creative Directors Jack Smedley and George Hackforth-Jones say, “Decathlon makes sporting equipment to be enjoyed in the great outdoors, but too often the spaces we play in are spoiled by litter. Rentals for Rubbish is all about reminding people that nature is everyone’s playground and it’s up to all of us to keep it clean.”

The activation was created by Dal Almeida and Mike Hughes with creative direction of Jack Smedley and George Hackforth-Jones.

Customers can register interest and find out more information at Decathlon.com/RentalsforRubbish.

Source: AMV BBDO

The Arrowhead Sturgis TT transformed Sturgis’s Main Street into a dynamic racecourse, taking over Main Street for thrilling racing demonstrations and experiences. It was the first time such an event had been held in the heart of the city.

The Arrowhead Sturgis TT was organized in collaboration with Progressive American Flat Track and AMA Pro Racing. Øuterkind‘s efforts included everything from ideation and strategy development to marketing and logo creation.

Through the City of Sturgis, Øuterkind worked with new and existing sponsors to bring to life the Sturgis TT Demo & Display Lot. The Demo & Display lot, which ran over both weekends, offered fans the chance to experience a new, global view of motorcycle manufacturers and adventure touring bikes with demo rides from manufacturers such as Yamaha, Triumph, Moto Morini, BRP/Can-Am and BossHoss. The lot also hosted vendor displays from Arai Helmet, Kicker Audio, Polaris Slingshot, Cardo Systems, and the AMA Pro Racing merchandise trailer, along with food and beverage options from Momma D’s food truck.

According to a local ABC News report on the rally, the South Dakota Department of Transportation reported a total of 470,987 vehicles entering Sturgis during the rally—a 3 percent increase from the previous year.

Sturgis city officials praised the success of the rally, attributing part of this year’s increased younger demographic turnout to the new TT race. “It’s just really ending the season on a high,” officials told ABC. “We hoped the race would draw more people to town and encourage them to stay for the final weekend, and both of those goals were achieved.”

The city’s partnership with Øuterkind was critical to accelerating this landmark event and securing its place in rally history. Looking ahead, Sturgis officials are eager to build on this year’s success for the 85th anniversary of the rally.

Source: Øuterkind

‘Health Is’, by Bupa is part of their wider ‘This Is Health’ campaign. It launches with an accessibly immersive takeover of St. Pancras International’s Underground tunnel, featuring the Para athlete Emmanuel Oyinbo-Coker and Paralympic Champion Hannah Cockroft OBE, highlighting the lack of diverse perspectives when it comes to showcasing what ‘health’ looks like.

The campaign draws insights from consumer research which shows that although the vast majority of people believe health is unique to everyone, 42 per cent believe there’s a “one size fits all” approach to how health is portrayed in society that neglects diverse body types and abilities.

The impact of this is most felt by disabled people, with two in five (40%) saying they wish there was wider representation of body types and abilities in society and 20% even saying that this affects their mental health. Compounding this issue, more than one in 10 disabled people (11%) say they’ve never seen an advert featuring someone like them. The immersive experience features Emmanuel Oyinbo-Coker and Hannah Cockroft OBE, not as competitors or disabled people, but through their personalities, passions, and relationships, through a series of images and video shot to reflect their everyday lives.

By showcasing Oyinbo-Coker and Cockroft in relatable, everyday scenarios Bupa aim to promote a broader, inclusive view of health and challenge perceptions of what health is. In-depth interviews ensured these scenarios are authentic, inspiring headlines like ‘Health is as unique as you are’ and ‘Health is turning setbacks into comebacks’ feature in the tunnel. Additional moving images on D6 screens and edge-to-edge mirrors have been placed in the final frames to encourage commuters to see themselves in the story, reinforcing the message that ‘Health is as unique as you are.’

Angelique Waker, Director of Brand Marketing at Bupa Global, India & UK said: “The campaign aims to showcase different perspectives on health. To ensure we were able to truly reflect what life is like with a disability we worked with photographer Sonny McCartney, an amputee, to capture those everyday moments, as well as accessibility Marketing Specialists. We hope the resulting campaign is a positive step forwards in representation of health in a more inclusive way.”

Making accessibility the priority 

Understanding the challenges faced by disabled people is at the heart of this campaign. This is one of the first campaigns that offer inclusivity on multiple levels. The type is set in an accessible typeface, and several rounds of legibility testing were held to make sure as many people as possible could take in the campaign messaging. In the tunnel, the campaign story is told across three accessible media: print, braille, and audio. Braille features on the underside of the middle handrails and gives a digestible overview of ‘Health is’.

Spatial audio narrations direct people to the braille handrails. But rather than simply describing what people may not be able to see, Bupa sought to translate the story in a way that feels inclusive to multiple communities. Narrated by Samuel Parish, a voice artist who has high-functioning autism. Through this campaign, he hopes that other people will understand different points of view from they’re perspective.

And whilst Paris 2024 is tipped to be the most watched Paralympic games ever, ​Bupa’s ambition is to ensure it is the most relatable games too.​

Bupa’s ‘Health is’ campaign will feature across a nationwide out of home media plan, live from 26^th August through to 8^th September.

Source: Bupa Global

Summer is the perfect time to take a break from the daily grind, unwind, enjoy outdoor activities, socialize, and maybe even have a summer fling.

However, for language learning app Duolingo, all this fun presents a challenge: the distractions often lead its language learners to neglect their lessons. Amid the excitement of fun and the prospect of summer romance, the app can easily be forgotten.

To keep Duolingo top of mind and encourage continued language learning, the app has launched “A Summer Fling with Duo”, a fun and interactive kissing game on TikTok. For a limited time only, Duo, the app’s mascot, has been transformed into a smoking hot body pillow, inspired by the popular Buff Duo meme, inviting players to compete for a chance to win their own life-sized version. To win the ultimate summer fling with Duo and a coveted body pillow, players must demonstrate their kissing prowess by syncing the most kisses with Buff Duo in a TikTok AR game.

Created by the independent creative agency UltraSuperNew, the game will be promoted by key lifestyle influencers who will play the AR game and proudly showcase their Buff Duo body pillows on TikTok.

Bunrei Yamane, Social Media Manager, Duolingo Japan said: “We wanted to create something fun and easy for everyone to enjoy, whether you’re staying cool indoors or out and about this summer. The Buff Duo filter is a playful reminder that Duo is here for you wherever you go.”

Andres Aguilar, Creative Director, UltraSuperNew Tokyo added: “Why would you ever leave the house in search of a summer romance if you can cuddle your own green buff hunk under the perfect 23-degree, air-conditioned comfort of your home? Keeping your Duolingo streak alive has never been this sexy…”

The game is live on TikTok today until September 21. Winners will be notified by direct message on the social media platform, selected from the top scorers who shared their playthrough with the hashtag #デュオとひと夏の恋 (#SummerFlingWithDuo), and will receive their very own Buff Duo body pillow by post. The number of pillows is ultra limited, making them the ultimate collector’s item and their owners the most deserving of a hot summer adventure with Duo.

Twenty six influencers will create content with the Duolingo filter to amplify the campaign, including seven well-known creators who also got their own Buff Duo body pillow to cuddle and play around with. They are: @chichan.dhychan, @ryunarisa1115, @setteiseven, @anpangchan, @torapin0401, @ishi_mitsu, and @shintaka.com

Source: UltraSuperNew Tokyo

A&W, America’s oldest franchised restaurant chain, is bulking up its annual National Root Beer Float Day promotion this August 6th with a nationwide challenge for those who think they’ve got the muscle to handle one of the heaviest drinks in fast food: Want a free float? Show off your flex.

On National Root Beer Float Day, August 6, simply show off your “Float Flex”—that is, flaunt your new physique with your best muscle-flexing pose—at any participating U.S. A&W location between 2 p.m.–8 p.m. local time for a free, small Root Beer Float.

The “Float Flex” campaign, produced in partnership with A&W’s longtime agency Cornett, encourages Americans to prepare their bodies for the roughly 3 pounds 5 ounces of Made Fresh Root Beer and creamy vanilla soft serve in a frosty glass mug that make up the massive A&W Root Beer Float known around the world for over 100 years.

The brand tapped social influencers like Keith Habersberger of The Try Guys to get the word out, and even created a home exercise kit featuring weighted Root Beer Float replicas, headbands, wristbands, and more to help float fans pack on muscle before the big day. A&W will be promoting “Float Flex” content on their own social media channels, as well as with paid social ads targeting existing customers and other fast food fans.

No purchase is necessary. Just a suggested donation to DAV (Disabled American Veterans), a nonprofit with which A&W has a longstanding partnership. 

“A&W’s iconic Root Beer Float is without a doubt one of the heaviest drinks in the quick service restaurant industry,” said Liz Bazner, VP of Marketing & Innovation at A&W. “It’s so heavy that we worried we might be missing out on a whole untapped market of folks that simply can’t handle its hugeness. This National Root Beer Float Day, we wanted to get everyone pumped up and ready to enjoy their free float.”

Anyone aged 13 and up can get a free Root Beer Float every year on their birthday, plus more exclusive deals on A&W’s All-American Food, by joining Rooty’s Mug Club at awrestaurants.com/float-flex.

Source: Cornett