News 15.05.2024

Need to Know

The Go Full Speedo campaign re-introduces the iconic swimwear brand, an award-winning anxiety-alleviating garment and erratic climate conditions cause cocoa prices to dip.

Speedo reclaims its spot in swimwear with new campaign

Are you ready to Go Full Speedo? Campaign by Speedo

Australia – Speedo, in collaboration with creative agency Mirimar, has unveiled Go Full Speedo, a global ad campaign to mark the brand’s relaunch just in time for the Olympics.

The campaign reinforces Speedo’s Australian roots and cheeky tone of voice via three films starring Australian actor Dacre Montgomery. In addition to digital outreach, the project features PR stunts, social activations, athlete endorsements and an original song by The Beefs, further amplifying the brand’s message across multiple touchpoints. Aimed at re-establishing the brand’s iconic status, the ads were imagined to resonate with both loyal beach-goers and those embracing its spirited ethos.‘Go Full Speedo is a mindset that can transcend the pool and live in culture to celebrate anyone that’s giving it a red hot go,’ said Nick Morrissey, executive creative director at Mirimar.

Speedo’s campaign aligns with our findings in Is Essentialism the Future of Branding? – where we explore how brands should harness their soft power to establish a stronger connection with consumers.

Strategic opportunity

In today’s landscape, ‘perfect’ narratives are ineffective due to Gen Z’s ability to recognise insincerity. Instead, brands should embrace their flaws openly and prioritise showcasing growth and genuine authenticity

Anti-anxiety vest wins Rimowa Design Prize

Ro by Janne Kreimer, Rimowa Design Prize 2024, Germany Ro by Janne Kreimer, Rimowa Design Prize 2024, Germany
Ro by Janne Kreimer, Rimowa Design Prize 2024, Germany Ro by Janne Kreimer, Rimowa Design Prize 2024, Germany

Germany – Janne Kreimer, an Integrated Design student at The Anhalt University, was awarded the 2024 Rimowa Design Prize for her project, Ro. This innovative wearable technology harnesses deep pressure stimulation and acupressure to activate the parasympathetic nervous system, aiding in anxiety relief.

Thanks to 3D body scan technology, Ro’s design can be tailored to each wearer. This enables soft robots (pod-like inflatables) to be strategically aligned on the garments with the individual’s acupuncture points, which can vary depending on age, gender and body shape. These inflate when anxiety is detected, applying pressure to trigger the parasympathetic nervous system.

In our Wearables: The At-home Doctor report, we explored how the healthcare sector is adopting wearable technologies for non-intrusive, non-invasive health-monitoring. By combining the acupuncture teachings of Traditional Chinese Medicine with wearable technology, Janne’s invention signals a promising future for tech-driven solutions to mental health and wellbeing.

Strategic opportunity

Fashion design for mental health is a relatively untapped market. Brands should explore integrating technology into their designs, creating garments that prioritise mental wellbeing

The Louvre museum celebrates the Olympics by hosting fitness classes

Louvre Museum, France Louvre Museum, France

France – Run in the Louvre is not your average running club. As Paris prepares to host the Olympics, the museum is hosting fitness experiences, serving cardio exercise with a side of culture.

Part of the cultural programming of the Olympics, Courez au Louvre is a one-of-a-kind occasion to discover the collections through a guided one-hour sports circuit at sunrise before the museum opens to the public. Running from 24 April to 31 May, the sessions were imagined by choreographer and dancer Mehdi Kerkouche, and sit at a crossroads of guided tour, dance and conditioning.

‘Usually, you don’t get to do any of this in a museum. It’s almost a luxury,’ Kerkouche told Vogue. ‘It’s great to see the opportunities they give to artists to re-imagine the Louvre, and to have people connect in all different ways.’

Alongside the fitness programme, the museum’s Olympics programming involves an exhibition entitled L’Olympisme, tracing back the history and iconography of the games since ancient times.

Learn more on in-person sport-centric gatherings serving a visceral need for vitality and human connection in Mass Movement.

Strategic opportunity

By merging culture, community and wellbeing, the Louvre’s programme ticks many boxes. As consumers continue to crave such engaging real-life experiences, consider how your business can tap into this need

Stat: Significant cocoa price drop offers relief to chocolate manufacturers

Cake & Flowers at The Dorchester, London, UK Cake & Flowers at The Dorchester, London, UK

Global – Cocoa prices have plummeted by 30% in just a few weeks, marking a significant reversal from their recent record high levels. Despite starting the year with a surge, the cost of cocoa has dropped by nearly a third, trading at around £6,370 ($8,000, €7,409) per metric ton, down from a peak of £9,128 ($11,461, €10,615) in April.

This decline comes as a relief for chocolate producers, who often hedge their costs in advance to avoid market volatility. But the recent spike in cocoa prices led to a halt in trading, with some traders forced to close short positions and others reluctant to enter new contracts due to high costs for end customers.

The price fluctuations are attributed to various factors, namely unusual weather conditions in West Africa, which led to reduced crop yields, and health issues for cocoa trees putting pressure on farmers.

In our Sustainability topic, we track the prolonged impact of the climate crisis on food production and other sectors.

Strategic Opportunity

Businesses relying on raw materials that are threatened by an accelerating climate crisis should prepare for even greater volatility. For chocolate manufacturers, investing in alternative ingredients – such as carob, barley or sweet proteins – can be a way to reduce dependency on cacao

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