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: Samsung unveils its new Christmas campaign; Wise boosts key brand metrics with Your Money Anywhere; Wrangler and Cherry launch The Fast Ones; CANAL+ reveals the TANGO campaign; Meela redefines therapy with Find the One; Renault launches The Muse; and ALD and New Balance present the new Capsule Collection; WHP Global relaunches LOTTO as a lifestyle brand in North America.

Samsung unveils its new holiday campaign

With its new holiday campaign, Samsung presents a film that tells the story of the bond between a young girl and her grandfather, choosing an intimate, everyday narrative to give shape to the value of technology.

The story follows Laura, a young girl struggling to adapt after moving to a new place, who finds refuge in creativity by spending her days with her imaginary friend, Milo.

Thanks to the complicity of her grandfather, Laura’s drawings come to life through Drawing Assist powered by Galaxy AI on the Samsung Galaxy Tab S11 Ultra, turning imagination into a tangible, shared experience.

In this way, the brand aligns itself with values such as creativity, self-expression, and intergenerational connection, reinforcing a positioning that goes beyond technological performance to speak about human impact.

“This year’s Christmas campaign is a celebration of the joy limitless imagination can bring into our lives. With the creative capabilities of Galaxy AI’s Drawing Assist on the Galaxy Tab S11, we can help people explore and express themselves in new and exciting ways,” explained Annika Bizon, VP Product and Marketing, Mobile Experience at Samsung UK & Ireland.

Wise Introduces Your Money Anywhere

In 2024, Wise launched the Your Money Anywhere campaign with the ambition of making an abstract benefit – international money transfers – tangible and easy to understand.

The digital and OOH campaign stars Tina, who is asked by her son to send money abroad. From this simple action, a surreal journey unfolds, moving through Bollywood, Japan, and Brazil.

A voiceover guides the story: “With Wise, Tina can spend and send money in other currencies,” before adding, “Tina’s gone… INTERNATIONAL!”

Tracking The Brand Waves – Wise

One year after launch, it is possible to assess the real impact of the Your Money Anywhere campaign. Tracksuit data shows how Wise successfully turned a strong creative idea into tangible results across the entire funnel.

Between December ’24 and November ’25, the brand recorded improvements across all key metrics: awareness (+10pp), consideration (+7pp), investigation and research (+9pp), claimed usage (+6pp), and preference (+4pp).

Looking more closely at brand perceptions reveals further insights. Comparing the period from June to November 2025 with the previous six months, associations linked to expertise (+5pp) and convenience (+4pp) strengthened further, while trust remained stable.

This finding is particularly relevant because, in the currency exchange services category, trust is the strongest driver of conversion from awareness to consideration.

In other words, Wise now has a clear opportunity to complement its creative strength and strong conversion performance with deeper, more tangible trust signals.

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Wrangler and Cherry unveil The Fast Ones

Wrangler and Cherry introduce The Fast Ones, a limited-edition collection of fifteen pieces that sits at the intersection of nostalgia and contemporary style.

The collection draws inspiration from an era when freedom, speed and craftsmanship were central values, while expressing them through a visual and stylistic language that speaks to a modern audience.

Washed denim, suede varsity jackets and bold racing graphics act as narrative codes that convey movement, energy and a desire to keep moving forward.

“This collaboration is a true masterclass in forging a new future informed by the past. For decades, Wrangler has been synonymous with durability and authentic American style, and with Cherry, we found a shared passion for vintage Americana,” said Vivian Rivetti, VP of Design at Wrangler.

CANAL+ unveils its first brand campaign, TANGO

As a strategic partner of the French film industry, CANAL+ introduces its first true brand campaign titled TANGO, dedicated entirely to cinema.

The campaign uses the allegory of a magnetic dance to convey the unique role the Group plays in the creative process of cinematic works.

Conceived by BETC Paris and directed by Pierre from the duo We Are From LA, the campaign is supported by a broad and coherent media plan, designed to reach audiences across multiple touchpoints and strengthen the nature of the message.

Meela launches the Find the one campaign

With the Find the one campaign, Meela – the therapist-client matching platform – redefines therapy as an authentic relationship in which no topic is off limits, consciously drawing on the codes of contemporary dating culture.

In the world of dating, there are topics widely considered red flags: an ex, personal trauma, family issues, addictions.

The campaign, created by Stockholm-based agency Save Our Souls, builds a message suggesting that with the right therapist, those very topics become the starting point of the relationship.

Renault unveils the new The Muse campaign

With the launch of the new Renault Clio full hybrid E-Tech, Renault tells a story through the The Muse campaign, a film that blends Greek myth with contemporary storytelling.

At the heart of the narrative is Clio, the muse of history, who, dissatisfied with a static and monotonous world, imagines what could restore her momentum, emotion, and desire.

This is how the new Renault Clio full hybrid E-Tech comes to life, embodying movement, innovation, and personality.

“To rise to the challenge, we decided to make a spectacular film. An epic film that could be a perfume commercial or a film about the luxury industry, so we put our resources into it,” explained Arnaud Belloni, Global CMO & Chief Branding Officer of Renault.

Aimé Leon Dore and New Balance Unveil the New Capsule Collection

ALD and New Balance launch the second iteration of the Aimé Leon Dore Made in UK 991, a capsule collection that blends heritage with experiential storytelling. The collection is inspired by winter nautical explorations in the Nordics, a concept that evokes adventure, resilience, and technical sophistication.

ALD followed Jørgen, Live, and Stig over several days along the Oslo Fjord, crossing between Norway and Sweden, documenting the challenge of braving the icy northern waters.

In this way, the ALD x New Balance 991 capsule goes beyond being just a product – it becomes a true narrative vehicle, appealing both to sneaker enthusiasts and to consumers who value storytelling and lifestyle.

WHP Global relaunches LOTTO as a lifestyle brand in the United States and Canada

With the relaunch of LOTTO as a lifestyle brand in the United States and Canada, WHP Global enters into a new partnership with Pure Cotton Global Group for the design, production and distribution of a line that marks the return of an iconic brand, transforming its sporting heritage into a cultural asset to be reactivated.

Born in Italy in 1973 and historically rooted in football, style and craftsmanship, LOTTO was a familiar name to North American audiences throughout the 1980s and 1990s.

Today, that capital of brand recognition becomes the starting point for a new narrative, one that aligns more closely with the language of streetwear and the cross-pollination between sport and fashion that defines contemporary taste.

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.