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Volkswagen puts authenticity first in new social storytelling campaign

YourVolkswagen by adam&eveDDB London, UK

UK – Volkswagen has launched a social-first campaign, YourVolkswagen, spotlighting the authentic stories of real owners and their enduring connection to the brand.

Created with adam&eveDDB, the campaign celebrates Volkswagen’s cultural legacy through short-form films by photographer and director Tom Cockram, produced by Omnicom Production. The series follows five drivers, each with a personal story: Pritpal, a mechanic raised in a family of car enthusiasts; Rob, a restorer who owns one of the UK’s most iconic colourful Polos; and Richard, a passionate collector who has owned more than 50 Volkswagens.

‘With YourVolkswagen we continue to involve our customers and fans – our greatest assets – and work with them to create something truly unique and collaborative,’ said Sarah Cox-Thornley, head of marketing at Volkswagen UK. ‘The inspiring stories we have shone a spotlight on demonstrate how Volkswagen has always been and will always be, an inclusive brand and a love that lasts a lifetime – that’s why it is the people’s car.’

Optimised for TikTok, Pinterest and Meta, the campaign also extends to digital out-of-home in cities including London, Manchester and Birmingham.

Explore our newly released macrotrend report New Codes of Value which examines how, in times of economic strain, brands must focus on care and connection to entice consumers.

Strategic opportunity

Encourage people to share authentic experiences, transforming them into co-creators, while highlighting your brand’s heritage to strengthen emotional connections, loyalty and brand differentiation

Fairmont amplifies luxury with Devialet soundscapes

Global – Fairmont Hotels & Resorts is elevating its global hospitality experience through a new partnership with French audio innovator Devialet.

Rolled out across all 96 of Fairmont’s properties, the collaboration integrates Devialet’s cutting-edge sound technology into key guest touchpoints, from immersive in-room sound journeys to evolving lobby soundscapes designed to reflect each destination’s character.

The partnership will extend into cultural activations, including Disappearing Bar pop-ups that blend mixology with soundscapes inspired by Fairmont’s cocktail heritage and a Party Like It’s 1907 series, which draws from Fairmont’s history of hosting legendary performances by icons such as David Bowie and Ella Fitzgerald.

In our recent Luxury Listening Rooms report, we explored how brands are creating sound experiences that resonate on an emotional, sensorial and cultural level.

By fusing acoustic innovation with its cultural legacy, Fairmont is redefining luxury hospitality and positioning sound as a cornerstone of its next-generation guest experience.

Fairmont Pacific Rim, Canada

Strategic opportunity

Treat sound as a strategic design layer. Use immersive audio to elevate experiences, strengthen emotional resonance and extend your brand presence into everyday environments

Stat: Regular personal care emerges as a preventive health tool

Sephora, UK

Global – Personal care routines are being reframed as a tool for holistic wellbeing, according to a new report from Kenvue, the parent company of brands such as Neutrogena, Aveeno and Tylenol.

The report A New View of Care draws on insights from a study of 10,000 individuals in 10 countries and found that 88% of people now see their routines as beneficial to overall health, rather than to appearance alone.

While 73% spend less than 30 minutes a day on personal care, even small investments show impact: those devoting at least 15 minutes reported better health outcomes (45%) than those who do not (31%).

The report emphasises how younger generations, particularly Gen Z and Millennials, are driving a shift toward prevention-focused care, with many wishing they had started their personal care routines earlier.

Our Longevity Lifestyles report spotlights the skincare brands that are promoting cell health, supercharging prevention and driving beauty towards the holistic wellbeing category.

Strategic opportunity

As preventative health shapes people’s priorities, beauty brands should design products and services that communicate their wellbeing benefits with clarity, and use science-backed insights to build trust and to position personal care routines as tools for everyday health