Need to Know
17 : 12 : 21

Australia – Tapping into demands for phygital gaming experiences, the gaming brand is working with Australian restaurants and delivery platform Deliveroo to bring virtual dishes to life. Focusing on games such as Uncharted and Ratchet & Clank, the PlayStation to Plate campaign features restaurants Mary’s, The Italian Bowl and Bistro Morga recreating in-game foods as edible menu items.

The campaign by creative experience agency Amplify recognises the opportunity to promote food and drink in association with popular media and entertainment platforms. ‘By surfacing the attention to detail that goes into even the incidental food found in gaming universes, we hope to give new audiences a flavour of the rich, immersive worlds and stories, found only on PlayStation,’ says Tim Baggott, creative director at Amplify.

In an age when much of our social interaction and cultural experience exists in online spaces, PlayStation is tapping into Media Kitchens, bringing fictional or digital foods into real-life existence.

London – As we near the end of 2021, sportswear behemoth Nike and Generation Z travel platform Trippin have teamed up to spotlight the people and places that help make London the cultural capital it’s famed to be. Paying homage to 26 change-makers across the city, their alternative A–Z map recognises the shifting priorities and interests of young travellers.

Plotting London must-sees ranging from local eateries to community centres and young creatives, the list shows how a city's people – just as much as its landmarks – are essential to its fabric and personality. Championing human-centric initiatives such as Brixton Soup Kitchen and Football Beyond Borders, the alphabetical guide aligns itself with a new generation looking to travel more consciously and thoughtfully.

In this way, Trippin and Nike are offering audiences a fresh take on urban tourism, encouraging people out to London's suburbs. To better understand the Generation Z Anti-Tourists who are changing travel, read our interview with Trippin co-founder Sam Blenkinsopp on LS:N Global.

From its use of paper and energy to brand messaging, there is mounting pressure on the advertising industry to adopt more sustainable practices. According to recent research conducted by Microsoft and Dentsu, by 2026 some 77% of global consumers will only want to shop from brands that exercise green advertising.

With 91% of those surveyed stating that they want brands to explicitly demonstrate planet-positive choices in their ads, companies that fail to adhere to new sustainability standards risk facing a consumer backlash. To make brands greener, 42% of respondents said that companies should provide clear and transparent information about the environmental footprint of their products and advertising campaigns.

As new generations demand climate action from big corporations, the report suggests that brands should ‘collect and communicate credible, verifiable data on the true environmental impact of their media buys and ads to their consumers’. To learn more about how to implement greener communication strategies, companies can consult our Civic Brands macrotrend.