Disability Gets Starring Role

With disabled people representing 16% of the global population (WHO, 2023), smart brands are transcending tokenistic representation – as explored in Universal Brandscapes, part of our Disability Futures Macro series. Apple, Vanish and Adidas spotlit powerful, nuanced real-life stories, while Down Syndrome International harnessed machine learning to drive change.

Innovations in Audience Participation

Next-gen approaches to audience participation also proved inspiring. Interactive concepts included an algorithm-gaming Samsung activation enticing fans to chase its ads online, Skinny’s radio-centric recruitment of spokespeople, and Cadbury’s AI-powered concept giving local shopkeepers a superstar advocate. Localisation was key, acknowledging that 46% of all Google searches now have to do with location. (Safari Digital, 2023).

Representation and Preservation

At a time of significant global conflict and displacement, securing and promoting cultural heritage presented another powerful theme. Giving visibility and validity to diverse people and nations, Microsoft digitised an African alphabet, while Lebanese newspaper An-Nahar exposed censorship of the press.

Using AI & Data to Tell Game-Changing Stories

Highlighting the increasing valorisation of longevity in a fast-paced world (see The Rise of Long-Form Content & Spin-Off Conversations in YMS 2023), several megabrands showcased smart uses of artificial intelligence (AI) and big data, where long-haul plans delivered ambitious results. Examples ranged from Nike’s year with Serena Williams, to Mastercard’s refugee-centred partnership with the Polish government throughout 2023, and US beer brand Michelob’s support of a visually impaired sports fan.

Mental Health Messages Build Momentum

From the cost of living crisis to the pervasive damage of social media, mental health campaigns pulled no punches. Dove targeted TikTok, UK value supermarket chain Iceland took practical financial steps with a social enterprise initiative to assist anxiety-ridden consumers and British broadcaster ITV challenged assumptions about suicide.