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Why Dutch department store De Bijenkorf has opted for cinematic storytelling

De Bijenkorf Christmas advert 2025, The Netherlands

The Netherlands – Department store De Bijenkorf has unveiled a festive brand campaign celebrating its 155-year legacy, created by lead creative agency Dept® and leaning in to cinematic storytelling, craft and detail. Launching as part of the retailer’s anniversary programme, the holiday film reflects the role it has played in fashion and culture since 1870.

Directed by Johan Kramer and produced by Holy Fools, the film traces De Bijenkorf’s history through a single, recurring ornament that acts as a keeper of memories across generations. Moving from black and white scenes of the 19th century through the Kodachrome warmth of the 1950s to the present day, the ornament and a recurring family portrait anchor the narrative, highlighting continuity amid changing traditions.

Craft and detail are central to the storytelling, with period-specific costumes, sets and filming techniques creating a sense of a living family album.

‘Our 155th anniversary is a special milestone for us,’ said Petra Gelens, head of marketing at De Bijenkorf. ‘We’re showing how De Bijenkorf has been part of important moments in our customers’ lives for generations.’

Manuel Di Tolve, creative director at Dept®, added: ‘We’ve combined heritage with modern storytelling to show why De Bijenkorf remains integral to Dutch culture.’

The campaign reflects the growing use of cinematic brand storytelling explored in our Heritage Brand-umentaries report, which examines how legacy brands are using long-form narratives to showcase history, craft and cultural relevance.

Strategic opportunity

Experiment with heritage-led cinematic storytelling, create a meaningful recurring brand symbol and explain untold brand stories and customer memories to build long-term emotional depth

Why MAC’s choice of Chappell Roan matters in a world of algorithmic sameness

US – MAC Cosmetics has named Grammy‑winning singer‑songwriter Chappell Roan as its newest global brand ambassador, bringing one of music’s most visually expressive voices to the beauty giant’s global stage starting in 2026.

The launch campaign, shot by Inez & Vinoodh, features a striking, androgynous look with a stark white base and dramatic lashes, signalling MAC’s intention to push aesthetic boundaries rather than sell conformity.

Roan described the partnership as a ‘full circle’ moment, building on a long-standing relationship with MAC, which has supported her bold glamour at high-profile events while embracing her advocacy for queerness, drag and self-expression.

Nicola Formichetti, MAC’s global creative director, frames the collaboration as more than a typical celebrity tie-in, calling Roan ‘one of the most exciting and powerful artists of this generation; a true creative force who uses beauty as a form of bold, emotional storytelling’.

The appointment reflects a wider shift in beauty, tracked under our The Great Beauty Blur macrotrend. Leading brands are attempting to jolt consumers out of algorithmic sameness by bringing theatricality, character and raw emotion to the fore. As trends like clowncore and performance-inspired make-up gain cultural traction, MAC’s move with Roan underlines an industry embracing of aesthetics that prioritise storytelling and expressive individuality over polished perfection.

Chappell Roan for MAC Cosmetics, US

Strategic opportunity

Brands can disrupt the feed and challenge conventional beauty norms by presenting make-up as a form of personal storytelling, performance and emotional expression, inviting consumers to experiment beyond polished, algorithm-driven aesthetics

Stat: US teens embrace AI chatbots and constant social media use in 2025

Photography by Polina Tankilevitch

US – A new Pew Research Center survey highlights how US teenagers are deeply engaged with social media and AI chatbots. About one in five teens report being almost constantly on TikTok and YouTube, while 64% say they use chatbots such as ChatGPT and Character.ai. About three in 10 teens use chatbots daily.

Social media continues to play a central role in teenagers’ lives. YouTube stands out as the dominant platform, with nine in 10 teens using it. TikTok and Instagram follow closely, each with about 60% usage, while Facebook has seen a sharp decline in use by teens, dropping from 71% in 2014 to just 31% today. The rise of WhatsApp, which has grown from 17% usage in 2022 to 24% in 2025, marks another notable trend. Snapchat remains widely used, especially by teenage girls, with 61% of them reporting regular use.

AI chatbots are rapidly gaining popularity among teens, with 64% saying they use them and 30% using them daily. The rise of these technologies is shaping new online behaviours.

The growing influence of social media and AI on teens aligns with the concerns raised by Gen Z parents, who are increasingly worried about screen time, cyberbullying and the impact of technology on their children’s attention spans.

Strategic opportunity

With increasing screen time, businesses can invest in creating digital wellbeing tools such as apps or features that help users track their screen time, promote breaks and set limits on app usage, particularly for social media platforms