Best Brand launches and activations: August 2025

'IKEA Brighton X Seagulls': New Store Opening.

What is it?

IKEA's new campaign for the opening of its Brighton store is a humorous, tongue-in-cheek tribute to the city's most infamous residents: its seagulls.

Created by agency Mother, the campaign acknowledges the love-hate relationship locals have with the birds. It features close-up photos of the seagulls, portraying them as cheeky troublemakers known for stealing chips and leaving "gifts" on cars.

The ad series, styled and shot by photographers Lydia Whitmore and Seiko Hartfield, is a nod to the everyday realities of living in Brighton & Hove.

Why we love it?

Because it’s clever, cheeky and brilliantly Brighton.

Instead of dodging the city’s quirks, IKEA embraces them - turning the seaside’s most complained-about locals into unexpected campaign stars.

2. Coca-Cola: The Bosses.

What is it?

To mark 125 years in Britain, Coca-Cola is raising a glass to the real heroes of the high street — our corner shop bosses.

Their new campaign, The Bosses, shines a spotlight on six shop owners from across the UK, celebrating the graft, resilience and community spirit that make their stores so much more than a place to grab a pint of milk.

The campaign was put together by a London-based agency called MHP Group. To bring it to life, they worked with photographer Serena Brown, who shot a series of portraits, and a director, Ross Bolidai, who made the six mini-documentaries.

Why we love it

Because it gives everyday legends the spotlight they deserve.

These shopkeepers aren’t just selling essentials, they’re keeping communities connected - and Coca-Cola’s found a heartfelt way to say thank you.

3. Thursday Murder Club: Netflix's Latest Campaign

What is it?

Netflix got crafty to promote the launch of 'The Thursday Murder Club' movie adaptation of Richard Osman’s bestselling cosy crime novel. To capture the spirit of the story and appeal to its older fanbase, the streamer has launched a multi-layered campaign that swaps traditional billboards for knitted postbox toppers and floral installations.

Working with agency Meanwhile, Netflix enlisted local knitting groups to create handmade postbox toppers inspired by the film - charming little woollen tributes that nod to the story’s humour and its loyal age 45+ fanbase.

In addition Netflix has also partnered with the Royal Horticultural Society (RHS) to create immersive floral experiences across five RHS gardens, unveiled at RHS Wisley with one of the film's stars, Celia Imrie, and its director, Chris Columbus.

Visitors can explore week-long activations that include knitted billboards, scavenger hunts, themed props, and even a Joyce-inspired tearoom takeover.

Why we love it

Because it’s clever, cosy, and brilliantly in tune with its audience.

Netflix has embraced the warmth, wit and quirks of the genre — proving that sometimes a bit of wool and a cup of tea can outshine a digital billboard.

4. GAP: Better In Denim Ad Goes Viral.

What is it?

Following on from the controversial Sydney Sweeney American Eagle campaign, denim remains in the news as Gap unveiled its “Better in Denim,” Fall 2025 campaign

Featuring global-sensation girl group KATSEYE and set to the iconic early-2000s anthem “Milkshake” by Kelis, the campaign reintroduces low rise denim into the cultural conversation through a genre-blending dance choreographed by Robbie Blue.

Directed by Bethany Vargas and shot by Bjorn Iooss, the campaign captures the spirit of individuality — championing denim as a canvas for self-expression, unity, and style that transcends generations.

The 90-second ad has already had over 23 million plays on TikTok to date, far exceeding Gap's usual engagement rates.

“Gap continues to build on its legacy of bridging generations by spotlighting global talent and celebrating self-expression through music, dance, and denim” said Mark Breitbard, President and CEO, Gap brand.

As the dancers move in layers, more performers join the video, a powerful metaphor for people from all walks of life coming together, in a 'circle of love'.

However despite the dance moves, denim remains the star of the show, emphasising how Gap’s denim is designed to be lived - and moved - in.

Why we love it

“Gap didn’t ask us to fit in — they invited us to show up as we are,” said KATSEYE.

The result is a high-energy journey through style and self-expression, led by a new generation inspiring everyone watching to make Gap denim their own.

5. Spotify 'Fan Life': Celebrating The Fans.

What is it?

Spotify's 'Fan Life' campaign is all about celebrating the fans and their incredible passion. They've launched a new series of short films that put the spotlight on the people who make music culture what it is.
The campaign features seven different fan communities, from Bad Bunny to Charli XCX and Pitbull, showing off their unique rituals and the awesome, real-life ways they celebrate their favourite artists.

Whether it's a family dance party or fans dressing up in suits and bald caps, it's all about that community spirit.

Why we love it

It’s a great campaign because it really gets that being a fan is about more than just listening to tunes. It's about connection and a shared love for the music.

By showing these authentic fan moments, Spotify is declaring, "We get it, we're fans too!" and positioning themselves as the ultimate place for fan communities to thrive.

WATCH VIDEO HERE

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We do this by advising clients on how to deliver long-term growth and maximise return, creating and rejuvenating brands, spaces and places.

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Five Things We Love: AUGUST 2025