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Channel 4 captures the raw energy of women’s football in new campaign

Adobe Women’s FA Cup official trailer, Channel 4, UK

UK – British media company Channel 4 has launched Pure Football, a mixed media campaign celebrating its coverage of the Adobe Women’s FA Cup, placing authenticity and fan culture at its core.

Created by its in-house agency 4Creative, the campaign centres on a high-energy film by Magna Studios. Shot on real match days, the film combines footage from vintage broadcast cameras, Bolex cameras, disposables, iPhones and Meta glasses to reflect how the game is experienced across generations and platforms.

Drawing on football’s DIY heritage, the campaign extends into fly poster-style out-of-home activations and a limited-edition digital zine timed to the final. ‘Authenticity was the starting point… we wanted to show women’s football for what it really is,’ said Miketta Lane, director of 4Creative.

The campaign aligns with our Women’s Sports Economy report, which explores how women’s sport is building its own culture and fandom and our Grassroots Game Days design direction, which highlights a shift towards community-led aesthetics rooted in authenticity and participation.

Strategic opportunity

Prioritise authentic, lo-fi storytelling by co-creating with communities, drawing from subcultures and real-world moments to replace polished, top-down campaigns with participatory, culturally relevant content

What Remedy Place’s NAD+ pen reveals about the future of longevity treatments

US – Social wellness club Remedy Place is bringing clinical wellness into the home with a new NAD+ Smart Pen, developed in partnership with UK-based NADclinic. The injectable device delivers 1,000mg of NAD+ – a naturally occurring molecule linked to cellular energy – through a precision, easy-to-use format.

According to a company press release, since 2019, Remedy Place has delivered tens of thousands of NAD+ IVs and injections, pointing to growing interest in treatments that support energy and longevity. Now, that experience is being translated into a more convenient, at-home solution.

Produced in a pharmaceutical-grade facility and backed by independent testing, the pen avoids fillers and synthetic additives, keeping the formulation clean and concentrated.

Over the past few years, NAD+ has emerged as one of the most popular longevity treatments, driven by its links to energy metabolism, immune function and DNA repair, as explored in our Breakthrough Biohacks report. New formats, moving from in-clinic IVs to at-home pens, reflect a cultural shift as consumers become more comfortable with self-injection, probably accelerated by the mainstreaming of GLP-1 drugs and the prioritisation of preventative health treatments.

Remedy Place, US

Strategic opportunity

Translate clinical-grade longevity treatments into accessible, at-home formats, positioning your business as a trusted partner in proactive health and longevity lifestyles

Stat: How happiness is reshaping policymaking priorities

Happy Nation, US

Global – The 2026 World Happiness Report reinforces wellbeing as a critical measure of progress, drawing on nationally representative data from nearly 150 countries via the Gallup World Poll.

Tracking shifts in life evaluations across time and generations, the report reflects a growing global focus on happiness in policymaking.

This year, particular attention is paid to social media’s role in shaping connection, trust and shared experience. The report’s findings reveal a nuanced picture: in 85 of 136 countries, people under 25 are happier today (2023–2025) than they were between 2006 and 2010, suggesting long-term gains in youth wellbeing.

But the report also found that higher internet use reduces wellbeing on average, especially among younger groups. In 47 countries, young students using social media for more than seven hours a day reported significantly lower wellbeing than those using it for less than one hour.

For Gen Z, in particular, increased daily internet use pointed to a predicted 0.3–0.5 point decline in wellbeing on a 10-point scale.

For more insights on Gen Z, explore our Gen Z: Global Youth Atlas macrotrend report, which draws on research conducted across 11 locations, spotlighting the attitudes, experiences and values of this generation globally.

Strategic opportunity

How can digital media products be designed for time well spent, using boundaries and intentional friction to build trust, wellbeing and long-term value?