On Saturday 6th December, Priority from O2 launched its first ever pop-up shop ‘Not a Sock Shop’, a festive experiential activation giving out thousands of Priority experiences, in the very unexpected form of… socks. Each pair of socks features a bespoke pattern designed to reflect each Priority experience up for grabs, illustrated by artist Jun Ioneda – chosen for his original take on Christmas iconography. Brought to life by creative agency of record VCCP and located in Victoria Quarter, one of Leeds’ busiest shopping centres, ‘Not a Sock Shop’ was designed to intercept shoppers at the exact moment they might otherwise purchase a generic Christmas gift, giving Priority members the chance to give something truly meaningful instead: time spent together. The pop-up shop handed out thousands of free pairs of festive socks, each pair equating to a shared experience available on Priority – from Vue tickets to lastminute.com Gift Cards, Virgin Experience Days vouchers to gig tickets.
Global social-first creative agency Born Social has been appointed by the UK’s largest hotel chain Premier Inn as its social agency of record, following a three-way competitive pitch. The partnership will see Born Social deliver a long-term social-first strategy to support Premier Inn’s ambition to become one of Britain’s most loved hotel brands. The agency will be responsible for defining the brand’s social territory, building a strategic roadmap, and producing always-on content plans, covering creative development, production, design, and community management. The brief centres on making Premier Inn front-of-mind for younger audiences by embedding the brand in everyday social culture. The first wave of activity will launch immediately with the introduction of a new organic social direction, followed by an ongoing cadence of monthly content and community management.
Dentsu Lab, in collaboration with long-term client partner NTT, Inc., one of the world’s largest technology and communications companies, have unveiled Waves of Will, a live dance performance that demonstrates how meaningful application of technology and advanced R&D can translate into emotional storytelling and an intimately human experience. In this unique performance, professional dancer Breanna Olson, who lives with ALS (Amyotrophic Lateral Sclerosis), performs through a mixed reality avatar using a brainwave interface that allows her to express her will. Using an EEG-based system, Breanna’s brain activity is captured and analyzed to detect specific learned motor signals that allows her to select from predefined movement options. Rather than responding to passive stimuli, the interface enables Breanna to actively convey her will.
PETA, in partnership with award-winning advertising agency Grey London, is taking on festive fashion with an extension of its “Happy Christmassacre” campaign, hijacking one of Christmas’s long-standing traditions, the Christmas jumper, to expose the ugly truth behind the festive season. Launching on National Christmas Jumper Day, the latest creative twist uses bold design and dark humour to highlight the millions of animals slaughtered in the name of festive indulgence. A limited run of 50 jumpers will be available to buy through PETA’s website, with all proceeds supporting the charity’s mission to promote the ethical treatment of animals. This campaign builds on the momentum of PETA and Grey London’s earlier “Happy Christmassacre” OOH activation and hero film that launched in November.
Jaded London has appointed fashion SEO agency Verde Digital to strengthen its organic search performance as the streetwear brand works towards a £100m revenue target. The partnership supports the brand’s wider strategy to broaden its reach among Gen Z shoppers, as shifting search behaviour and rising paid media costs make organic visibility increasingly important for fashion brands. An SEO audit identified opportunities to improve technical performance and reduce duplication between pages, helping the brand compete more effectively across high-intent discovery terms. The initial 12-month agreement is already showing an impact, with organic search revenue up 131 per cent so far during Q4.
Independent agency Open Partners has continued its rapid rise with a string of high-profile client wins across multiple industries, marking another major milestone in a defining year for the business. New client partnerships with Dayinsure, First Mile, Hunter & Gather Foods, Happy Beds, London Luton Airport, Travel Counsellors, and Virbac, underscore the agency’s expanding portfolio across the sustainability, retail, travel, and professional services sectors These latest additions build on a string of client wins earlier in 2025 that included Autotrader, Lakeland, Brother UK, UPSA and Taylor Wimpey.
EssenceMediacom together with MSTUDIO, has launched the new winter campaign Fast Santa for IONITY, Europe’s leading high-power charging network based in Munich. The campaign follows an integrated approach: in addition to the online spot, Fast Santa takes over IONITY’s Instagram channel in December, offering diverse “Santa Generated Content”. A particular highlight is the series of live events held on each Advent weekend in the core markets of Germany, France, Sweden, and the United Kingdom. The media strategy of the Fast Santa campaign relies on high-reach channels to create maximum awareness. The focus is on digital video formats and creative content for social platforms Meta and TikTok, designed to target and actively engage audiences.
