Best Brand launches and activations: January 2026

1. 'Waitrose X Keira Knightly': 2025 Christmas 'mini romcom'

What is it?

Waitrose has collaborated with Keira Knightley and Joe Wilkinson for a four-minute festive mini rom-com. The ad opens with the pair meeting at a Waitrose cheese counter and follows their love story throughout the festive season, featuring cosy moments, snowy strolls, baking, and a nod to classic rom-coms. The story hints at Waitrose products while telling an emotive and charming story.

Why do we love it?

We love it because it turns a supermarket ad into something cinematic and genuinely entertaining, blending humour, warmth, and festive cheer.

Its whimsical, romanticised feel adds to the magic of Christmas, and the emotive story connects viewers to both the narrative and the Waitrose brand, especially among fans of the actors.

2. Selfridges X Disney Collab: A Most Magical Christmas.

What is it?

Selfridges joined forces with Disney to create “A Most Magical Christmas,” transforming its London, Manchester and Birmingham stores (and online) into immersive holiday experiences.

The Oxford Street façade is reimagined with a bespoke light and music show, interactive windows featuring Disney classics like Peter Pan and Cinderella, and over 60 exclusive product collaborations across fashion, home, beauty, and gifting.

Why we love it

We love it because the activation feels like an immersive, winter wonderland-style experience. This isn’t just a Christmas window display; it’s filled with nostalgia, sparkle, and playful detail.

It also offers exclusive product collaborations that build excitement, especially for Disney fans. The emotive storytelling makes the holiday season feel magical, while the combination of design, creativity, and brand collaboration creates a festive experience that feels elevated and joyful.

3. LEGO X Airbnb: A Night in the LEGO House.

What is it?

LEGO and Airbnb joined forces to offer fans the ultimate sleepover, A night inside Denmark’s LEGO House. A Dreamland built from 25 million bricks. The stay included private tours, creative building sessions and a fully LEGO-Fied bedroom experience.

Why we love it

It’s the perfect mix of nostalgia and experiential marketing, transforming childhood imaginations into real-world adventure. A masterclass in brand collaboration that sparks joy, storytelling and shareability in equal measure.

4. Apple: Your Tree on Battersea.

What is it?

Apple (via TBWA/Media Arts Lab) has launched “Your Tree on Battersea”, a UK-wide festive creative initiative inviting people to design Christmas trees on iPad, and the winning artworks will be projected onto the chimneys and wash towers of London’s Battersea Power Station in December.

Why we love it

We love it because it combines real public participation and creativity with Apple’s technology, making the brand part of a shared cultural moment. The campaign turns a familiar landmark into a canvas, adds an element of surprise and delight, and makes digital drawing feel accessible, fun, and meaningful. Who wouldn't want your own art projected on Battersea Power Station?

5. O₀ by Oxman: A Most Magical Christmas.

What is it?

Designed by pioneering architect and bio-designer Neri Oxman, O₀ (Ozero) is a fully biodegradable footwear concept grown from natural materials. The shoe explores how design can align with nature’s life cycle, made to perform, protect, and eventually return to the earth without waste.

Why we love it

It’s the future of design in motion, merging biology, technology, and craftsmanship into one poetic statement. O₀ challenges the boundaries of material innovation and reminds us that true sustainability starts with rethinking how things are made from the ground up.

ABOUT KEANE

Keane is a Hospitality Consultancy & Creative Studio that delivers memorable experiences and measurable result.

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: JANUARY 2026