Wavemaker UK and the Royal National Institute of Blind People (RNIB) have collaborated on an accessible campaign with LadBible Group, with the aim of sparking conversation, understanding, and action for the blind and partially sighted community. The ‘Blind Hijackers’ campaign features social-first video, interviews, and editorial with blind and partially sighted content creators across the social publisher’s LadBible, SportBible, Tyla, and GamingBible brands.
Pepsi Max has debuted its Christmas ad and UK-wide festive campaign. The ‘It Can Wait’ campaign is heroed by a TVC, soundtracked to a remix of It’s Beginning to Look a Lot Like Christmas by up-and-coming UK artist Poppy Ajudha, which aims to spread the message that it’s okay to put your “to-do” list to one side over the festive period. The campaign, devised by Pepsi’s in-house creative agency, Sips and Bites, is also running across out-of-home, digital, TV, BVOD, radio, and experiential. Experiential activity will launch in London’s Soho when Pepsi Max’s ‘Of-Fizz Snowball Fight’ pop-up opens at 59 Greek Street from the 9-12 December.
Sky Cinema has revealed its Christmas campaign, ‘The Little Girl,’ which follows a young girl who is inspired to ask a boy to the cinema by Christmas movies. Part of the brand’s ‘Movies Make Christmas’ platform, the campaign is being supported by large scale activity across out-of-home and TV, in addition to radio, digital, and social. The creative has been crafted and produced by Sky’s in-house agency, Sky Creative, in partnership with Rapport. The media is being handled by EssenceMediacom. Sky also engaged The London Family for a bespoke influencer campaign.
Allwyn, operator of The National Lottery,has launched a festive Scratchcards campaign, which celebrates the ways adults come together to play games at Christmas. The fully integrated ‘Musical Scratchcards’ campaign was worked on by production company Biscuit and VCCP’s content creation studio Girl&Bear. On radio, the campaign features National Lottery-funded choir, VoxSkool, singing a bespoke version of 12 Days of Christmas. A social campaign includes local community groups, Deal Dippers and Swindon Skaters, alongside a print campaign across press and out-of-home. Additional activity includes a takeover of the entire WHSmith store in Victoria Station with static window posters and in-store retail media and activation.
Iceland’s festive campaign marks the return of brand ambassador Josie Gibson. ‘That’s why Santa goes to Iceland’ features two 30-second spots and one 20-second spot, created with Supernova, the7stars’ in-house creative shop. The campaign extends beyond linear TV into CTV, BVOD, YouTube, print and digital publishing, radio, digital audio, and social media.
The United States Postal Service‘s 100+ year-old ‘USPS Operation Santa’ has rolled out a new ecommerce catalogue with Toys “R” Us called ‘Santa’s Gift Shoppe’ to make it easier for holiday gift wishes to be fulfilled. The relationship marketing agency MRM has managed USPS Operation Santa’s online platform and handwritten letter intake since 2017.
Full-funnel performance agency Nest Commerce has been appointed by Ridge, a US wallets and accessories manufacturer, to drive its expansion into Europe. Nest is supporting Ridge with its social media creative strategy as the US brand establishes its brand awareness and drives new customer acquisition. The strategy encompasses optimising the brand’s creative assets for the European market and managing creators for a localised strategy.
Digital performance marketing agency Door4 has secured three new clients – InstaGroup, Chillblast and UK Tile Sales – across home and garden industries. For InstaGroup, it will support web design development and brand strategy. For Chillblast, Door4 will focus on strategic consultation for the gaming PC and laptop retailer’s website migration. For UK Tile Sales, the agency has been engaged to manage digital performance and paid advertising activity.
The Department for Work and Pensions (DWP) has unveiled a new campaign, ‘Credit where credit’s due’, aimed at increasing Pension Credit uptake across the UK. The multichannel push, created in partnership with M&C Saatchi UK, encourages younger generations to prompt their parents to check their eligibility for Pension Credit, a benefit that could provide pensioners with an additional average income boost of over £3,900 annually. DWP tasked M&C Saatchi with creating a compelling set of campaign messages, a core proposition, and an enduring creative approach to drive action and significantly increase the number of eligible individuals claiming Pension Credit. The campaign seeks to encourage families to have a conversation about Pension Credit, helping eligible pensioners understand the potential benefits they could be missing out on. It’s estimated that there are up to 760,000 households entitled to, but not claiming, Pension Credit, and many eligible pensioners remain unaware of the benefits it provides.
GRV Media, Europe’s largest independently owned online sports media business, has retained leading sports communications agency MatchFit to lead on B2B and brand communications. MatchFit will elevate growth ambitions through storytelling around the GRV Media master brand, which operates a portfolio of more than 40 sports websites whose original content reaches tens of millions of readers each month. GRV Media’s AdTech division also provides monetisation, SEO, and tech services to an expanding list of clients. With over 140 staff and content creators, GRV Media owns and operates a portfolio of over 40 sports websites covering a wide range of sports, including football, boxing, MMA, rugby, and more. Leading brands include hugely popular Manchester United fan-title United in Focus and MMA-focused outlet Bloody Elbow.
Atomic, a UK mobile technology agency, has partnered with Center Parcs UK and Ireland to launch a new mobile app designed to enhance the guest experience by providing a seamless digital companion for visitors. Since the app’s launch in October 2024, it has attracted over 100,000 users and quickly topped the app download charts in the Travel category. Atomic, a UK leader in mobile app development, was selected after a competitive pitch to be Center Parcs’ mobile partner in 2022. The agency will continue supporting Center Parcs’ mobile strategy over a multi-year agreement to drive a long-term roadmap to expand upon the app’s features, all geared towards creating the ultimate staycation experience for guests.
The Space Between has been appointed by SailGP – the global sail racing league – as retained strategic communications agency. The agency’s brief is to inspire a new generation of racing fans and increase brand awareness of the global championship, with a focus on the UK market following the exciting announcement of the return of the Portsmouth event to the 2025 season calendar. The Emirates Great Britain Sail Grand Prix | Portsmouth will mark SailGP’s long-awaited return to the UK, bringing top-flight racing action back to British shores from July 19-20, 2025. SailGP is one of the world’s fastest-growing sports and entertainment properties, featuring F50 hydrofoil catamarans competing at speeds upward of 60 mph.
IKEA has today opened the doors to ‘Hus of FRAKTA’, a luxury pop-up on London’s Oxford Street dedicated to one of the most iconic bags in the world, the blue IKEA FRAKTA. To celebrate the forthcoming opening of the new Oxford Street store, IKEA is creating an homage to their own icon, putting IKEA’s FRAKTA at the heart of London’s fashion district and sitting nearby high-end favourites, at a FRAKTA of the price. The pop-up is now open daily until March 2025 at 216 Oxford Street – next door to what will be the new store when it opens in spring 2025. Hus of FRAKTA is located at 216 Oxford Street and is open daily from 11am – 8pm Monday – Saturday and 12pm – 6pm on Sunday until March 2025.
