Brand Waves This Week

Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.

This edition is in partnership with Tracksuit, the affordable, always-on brand tracking dashboard that helps marketers and agencies make insights-backed decisions and prove the impact of their boldest brand work.

Today’s newsletter includes: Prada unveils the Prada Holiday 2025 campaign; NFL and lululemon launch a new premium fan apparel collection; AC Milan debuts the capsule collection with Rossignol; Bvlgari reveals the Together We Celebrate campaign; Dolce&Gabbana celebrates Christmas with a ’60s-inspired atmosphere; Moon Boot and Guest in Residence present their new collaborative collection; Waitrose tells a Christmas love story with Keira Knightley and Joe Wilkinson; Tesco celebrates the imperfect moments of Christmas; Disney renews holiday magic with Taika Waititi; and KFC makes waves in New York with the Sundays by KFC pop-up.

Prada unveils the Prada Holiday 2025 campaign

The Prada Holiday 2025 campaign takes the audience on a journey through snow-covered landscapes, celebrating a universal experience familiar to all: returning home.

In the campaign film, the protagonists undertake the journey together, turning the narrative into a shared and engaging experience.

Filmed and photographed by Glen Luchford, the epic vision is brought to life by bold, young international talents: Maya Hawke, Damson Idris, Louis Partridge, Letitia Wright and Li Xian.

NFL and lululemon launched a new fan apparel collection

The National Football League and lululemon have launched a premium apparel collection for fans of all 32 NFL teams.

The collection includes iconic lululemon clothing and accessories for men and women, all featuring the teams’ famous logos and symbols.

Tracking The Brand Waves – lululemon

This partnership marks an important strategic move for lululemon: the brand’s first real approach to new audience segments. In particular, men, after years of being synonymous with yoga, wellness, and a predominantly female audience.

According to Tracksuit data, the U.S. sportswear category is made up of roughly 52% men, but lululemon enjoys 62% awareness and 27% consideration, with only a significantly smaller share of that awareness and consideration coming from men.

These numbers are even declining when we look at the male audience: the association with the statement “It’s for people like me” has dropped significantly, from 22% to 16%. This is where the NFL comes in.

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AC Milan unveils new capsule collection in collaboration with Rossignol

During this winter season, AC Milan continues to expand through collaborations that merge sport and culture.

The Rossoneri have launched a capsule collection in partnership with Rossignol, combining the technical performance of winter sports with the elegance and style characteristic of the city of Milan.

The partnership represents a strategic evolution of the Clubhouse, AC Milan’s lifestyle platform that integrates football, fashion, design, music, and art, reinforcing the Club’s positioning as a global cultural icon.

Bvlgari unveils the new Together We Celebrate campaign

This year, Bvlgari invites the world to rediscover the joy of authentic connections.

Under the starry skies of Rome, the Maison’s creations shine as luminous symbols of shared celebration, transforming the holiday season into an emotional experience.

Inspired by the magic of the Eternal City, the campaign opens a suspended universe of light, movement, and genuine emotion, where every detail conveys elegance, craftsmanship, and Italian glamour.

The campaign was captured through the lens of the photographer and director duo Bruno+Nico, featuring talents such as Zita d’Hauteville, Kit Price, Jihoon Kim, Mike Quyen, and Jasmine Tookes.

Dolce&Gabbana unveils the Dolce&Gabbana Holiday 2025 campaign

Dolce&Gabbana presents the new Dolce&Gabbana Holiday 2025 campaign, captured by Gordon Von Steiner under the creative direction of MAYBE.

The campaign blends a ‘60s-inspired visual universe with an ironic and sophisticated tone, turning the holiday season into a true brand experience.

The festive spirit unfolds through atmospheres that alternate between snowy, dreamlike settings and more dynamic moments.

The arrival by car sets the stage for a celebration that feels straight out of an art-house film, with models wearing brocade dresses defined by geometric lines, inspired by ‘60s aesthetics.

Moon Boot unveils new collection in collaboration with Guest in Residence

Moon Boot has joined forces with Guest in Residence, the cashmere and knitwear brand founded and creatively directed by supermodel Gigi Hadid, to launch the exclusive Winter Resort Collection.

The capsule features 16 limited-edition boots designed for every occasion, from après-ski adventures to off-duty city moments. The collection celebrates exploration and self-expression, combining heritage, iconic style, and contemporary comfort.

“I’ve loved my Moon Boots for years – the distinct silhouette, the bold colors and the insulating, cozy feel,” says Gigi Hadid. “I’m inspired by how the brand is rooted in heritage, balanced with a space-born aesthetic that’s futuristic and instantly recognizable.”

Waitrose unveils new Christmas campaign starring Keira Knightley

Waitrose’s new Christmas campaign tells the love story between acclaimed British actress and author Keira Knightley and award-winning comedian Joe Wilkinson.

The short film The Perfect Gift, directed by Molly Manners (One Day), follows the evolution of their unexpected relationship, which begins and grows through a shared love of food.

It all starts with their encounter at the Waitrose cheese counter, where they discover they both adore Sussex Charmer Mature Cheddar.

Their love story develops until Phil says I love you in his own way by cooking Keira’s Nan’s pie recipe, which inspired the Waitrose No.1 Festive Turkey Pie.

The mini-movie highlights the importance of “saying it with food”, reinforcing the central role that food plays in bringing people together and expressing love and care.

Tesco launches the That’s What Makes It Christmas campaign

Tesco has launched its Christmas campaign That’s What Makes It Christmas, a series of standalone ads designed to make the entire country feel represented during the festive season.

Abandoning traditional clichés and picture-perfect moments, the campaign celebrates the imperfect, funny, and chaotic instances that make Christmas in the UK truly unique.

Created in collaboration with BBH London, each ad introduces an original narrative, aiming to celebrate the moments where the true spirit of Christmas is found.

The campaign maximizes reach and impact across TV, radio, print, OOH, digital, and social media, with contextual messaging in targeted environments.

Disney renews Christmas magic with Taika Waititi

Following the success of A Disney Holiday Short: The Boy & The Octopus, Disney presents A Disney Holiday Short: Best Christmas Ever, a new chapter in its collaboration with Academy Award winner Taika Waititi.

The short is part of the Make Someone’s Holiday Magic platform, through which the brand celebrates the joy of giving and the emotional bond that so many people share with Disney during the festive season.

At the heart of the story is a little girl and her doodle, which magically comes to life on Christmas Day after Santa mistakes the drawing for a holiday wish.

The film follows their friendship in a tender and imaginative narrative that reinforces Disney’s positioning as a storyteller capable of speaking to both children and adults.

KFC presents the Sundays by KFC pop-up

This past weekend, KFC made headlines in New York City with Sundays by KFC, a pop-up created to celebrate National Fried Chicken Sandwich Day.

The initiative not only offered free sandwiches, but also playfully teased its rival Chick-fil-A for being closed on Sundays, generating immediate buzz and consumer engagement.

The public response was overwhelming, with reservations sold out in less than 24 hours and a line of fans stretching down 2nd Avenue.

The Sundays experience combined music, photo opportunities, plenty of crispy sandwiches, and their famous potato wedges.

If you’re looking for even more inspiration, check out last week’s edition of Brand Waves This Week for more standout campaigns and unmissable creative ideas!

The wave doesn’t stop here.

We’ll be back next week with more stories shaping the future of brands, tech and culture. Catch the next one with us.