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The campaign, directed by Rupert Sanders, turns the city into a game of hide-and-seek, bringing together musicians, creators, comedians, food personalities and other cultural figures to explore how joy can be found in ordinary moments.

This visual approach places the shoe at the centre of the narrative, making it a key element in the unfolding story rather than simply part of the characters' wardrobe.

The launch also includes Solo Fleece, a men's hoodie that shares the same design approach and forms part of a broader Nike Sportswear campaign.

The initiative extends the Gap Inc. Creator Program, launched in October 2025, which was developed to strengthen the company's digital presence through creator partnerships and authentic brand storytelling.

The company recorded turnover of €25.6 billion, while underlying operating margin increased to 20.3 per cent. Underlying earnings per share rose 2.4 per cent as growth across its Power Brands and emerging markets offset currency headwinds.

Developed in partnership with The Infinite Agency, the campaign is based on the idea that consumers increasingly take pride in finding products and services that combine quality with affordability.

The campaign combines creative content, community events and social media activity to encourage students to express their individuality as they return to school.

The appointment will see 5W lead integrated communications for Strength of Nature's portfolio.

The launch marks the most significant update to the TRESemmé brand in its 75-year history, with the company aiming to strengthen its position in the growing premium haircare market while maintaining accessible pricing.

The brand also appears in a fictional 1990s-style magazine advertisement shown during another scene, extending the campaign's nostalgic theme.

Under the agreement, PMG will oversee integrated communications planning, full-funnel media and measurement across 58 markets in Europe, the Middle East and Africa.

Working with got2b, I&S BBDO conducted a field test using wigs in six colours: black, blonde, silver, lavender, milk tea and pink.

The guerrilla-style activation marks one of the agency's first campaigns since winning the Booksy account in 2026 and aims to promote local beauty and wellness businesses through a series of billboard transformations.

The agency will support HUGO BOSS globally and in key markets including the UK, US and DACH region, with a focus on delivering a unified communications strategy across fashion, sport, art, culture and digital engagement.

The agreement centres on two areas: AI-powered consumer journeys and AI-powered business functions. The collaboration forms part of L’Oréal’s Transformative AI roadmap, with OpenAI serving as a strategic technology partner.