Brand Story Of The Week. Innocent drinks UK partnered up with the Orchard Project, in a multiplatform nature preservation campaign they named ‘’Big Rewild’’ including digital, social and influencer activity. They set out to educate people on the importance of nature in tackling climate change. Together, with the help of gardeners and horticulturists, they transformed Trafalgar Square into an overgrown garden filled with more than 6,000 plants, flowers and trees. Samples of the brand’s new carbon-neutral orange juice were available to all Londoners along side the distribution of three million seeds via plantable seed papers. Their goal is to rewild two million hectares of land by 2025 and grow and protect 300 orchards across the UK to make urban communities and the planet a healthier place to be.

Digital Story Of The Week. Unilever deodorant brand, known as Sure in the UK, were inspired to design an inclusive experience where everyone can move with confidence after research found metaverse worlds are marginalising certain communities, such as those with disabilities. The brand wants to reshape the standard of representation and inclusivity in the virtual world. Registrants can choose an avatar from a library inclusive of wheelchairs, prosthetics and blades. Runners will cover 26.2 miles of the Vegas City Sports Quarter, the largest district in Decentraland. Following the ‘’Metathon’’, the brand will continue to advocate through features such as adding an audio description for people with visual impairments.

Social Media Story Of The Week. Despite Twitters ‘’poison pill’’ defence tactic, they have agreed to sell to one of the world’s most popular entrepreneurs, Elon Musk, for around $44 Billion. His proposition to make numerous changes to the social media platform such as relaxing content moderation will have major implications for advertisers as well as its users. Specifically, US lawmakers have predicted Musk’s demand for free speech means former President Donald Trump could be granted access back onto the platform.

Alcohol Story Of The Week. ITV’s famous fictional pubs from Coronation Street and Emmerdale, will be featuring Heineken 0.0 on draught as of Friday 29th April. The renowned soaps reach a combined audience of around 11 million viewers. ITV and Heineken collaboratively hope this deal will normalise and raise acceptance towards alcohol-free beer amongst the UK public. Heineken aims to achieve the same number of 0.0% as Original Draught taps in UK bars by 2025.

OOH Story Of The Week. A new content and commercial wellness platform called Woo targeting Gen Z’ers is launching an OOH campaign with backing from ITV’s Studio 55. The platform aims to promote wellness as a lifestyle and examine cultural topics such as music, film and drugs from the perspective of people’s wellbeing. Launching in September, the site’s marketplace will sell wellness products such as CBD gummies, sexual wellness products and skincare cosmetics. Alongside this they will be publishing IP- generated video content such as ‘’Psychic Sessions’’, placing Kim Kardashian’s psychic with celebrities like Mahalia, video’s will be available on the website and ITV Hub. Woo’s competitors are thought to be brands such as Calm and Headspace, but Woo is predicted to have the edge through a desired approach that will shift the cultural perception to a maintainable lifestyle.