Page 49 - Rand Purpose News Today

Things are moving fast in the metaverse, and in the wider world of Web3 as a whole. Depending on who you ask, this futuristic virtual space is either the next big thing for marketing — and for almost everything else — or an overhyped fad. Here’s what you need to know from this past week:

Citizens of the City of Angels wishing to cool off with a refreshing ice cream or milkshake are being urged not to get ‘McShammed’ by choosing a McDonald’s McFlurry over a limited-edition Oreo Cookie Mint Shake from Jack in the Box.

Amid a growing number of millennial homeowners, Lowe’s has launched a new campaign designed to prepare customers for the spring season, inspire curiosity, and orient itself as a brand that’s concerned about sustainability.

Financial services giant HSBC is expanding beyond everyday reality with the debut of its first immersive metaverse experience.

‘People Make Glasgow’ is a strapline that’s become synonymous with the city, equally captivating to ‘Weegies’ as much as the tourists splashing through its dreich streets. The Drum caught up with Tangent, the campaign’s creator, to learn what the agency will be up to next.

As Russia invaded, Ukrainian creative agency Banda made a hard-hitting short film highlighting the devastating impact on the country. Two weeks on, the Kyiv-based agency has released a follow-up video on its social media channels.

It’s hard to think of a brand subject to as much controversy as BrewDog lately. A recent BBC documentary brought a fresh raft of accusations against the company – off the back of which, it has emerged, boss James Watt hired private investigators to scrutinize former employees. Here, AgencyUK’s Sammy Mansourpour digs into what brands can learn – good and bad – from BrewDog’s stratospheric rise and tumultuous second phase.

Canva wants the world to know that it aspires to be “the ubiquitous tool for the workplace”. In an effort to emphasize its versatility and celebrate the diversity of its community, the brand has launched a new campaign that highlights the creative success stories of its clients, large and small.

Logitech-owned speaker and earbud brand Ultimate Ears has unveiled a colorful, new spot featuring rapper Lil Nas X. The campaign compares Nas’ refusal to play by anyone’s rules but his own with the custom-fit UE Fits earbuds. It also builds on Logitech’s history of working with musicians, artists and creators.

From long-term existential threats including the climate catastrophe to global crises such as the ongoing Russian invasion of Ukraine, major threats and the movements that respond to them have massive salience around the world. Caroline Parkes, chief experience officer at Rapp UK, argues that brands standing with those movements through every element of their customer experience isn’t only the right thing to do – it pays dividends in the long run.