The dance that broke the internet! Global sensation Katseye hit us with a whirlwind of nostalgia with their dance to 2003 hit ‘Milkshake’and we are obsessed. The choreography blended Tiktok viral moves, Y2K style and celebrated cultural diversity in one and had us lapping up every second of that video.

GAP’s ability to analyse what their consumers are watching, aligning trends to their brand without compromising the value of their brand, and nailing timing down to the T has solidified their comeback and earned them a spot in timelessness!

*Hot topic of conversation… for all the wrong reasons. This is 2025 - trying to emulate Brooke Shields’ 80s Calvin Klein campaign was doomed from the beginning and quite frankly, tone-deaf. It’s outdated and plays into tropes of appealing to the male gaze which isn’t something we don’t care for.

While their wordplay on ‘great genes’ and ‘great jeans’ is clever, there are so many better ways they could’ve delivered the message and resonated with the right audience, and the right people. Let’s break the mold of society’s standards and showcase beauty of all shapes and sizes instead!

Come on digital natives, she's one of us! Queen of campaigns and PR chess, Sabrina lives for a bold statement and fiery online debate. For fans who get her, the new album cover for “Man’s Best Friend” was a satirical take on referencing posters from the 1950s, and comparing it to society’s treatment of women today.

All cleared up? Love it or hate it, she knows how to be seen, and get the girls, gays and music-lovers listening to her songs. If American Eagle is looking to spark more conversations in the future, they should take notes.

A Times Square takeover with giant billboards, rhode photo booth, super-sized products and an abundance of Instagramable moments - but it doesn't end there! An intimate “Evening with Hailey” for influencers with custom engraved glasses and classy vibes was the cherry on top for this block-buster launch.

Whether it’s juicy gossip from the press or being the face of clean girl aesthetic, Hailey Bieber is on your radar, and she’s used it to her advantage! Channeling the constant digital buzz toward the launch of this campaign was a genius move, snaps to Hailey.

Order in the court! If you think divorce is messy, have you heard about this PR disaster… While we love a little drama, we don't forget jokes that were taken too far and cancel culture is loud. Matt Rife and Heidi N Closet featured in e.l.f’s campaign for affordable beauty products, but the list of hypocrisy is extensive to say the least.

Matt Rife has crossed the line one too many times with jokes about domestic violence, gender and stereotypes toward women - it’s not easy to forget, so why did e.l.f, focused on empowerment, inclusivity and positivity, give this man a platform at the cost of their brand credibility?

After their short run of no comment, not good, very bad billboards back in October 2024, they’re back to what they do best, and it just has to be… Heinz (lol). This campaign was brilliantly executed; simple but smart, and not too saucy.

Proof that you don’t need to say much to speak to millions! Heinz’s DNA is everywhere, and they’ve proved this to us time and time again. This clicked to everyone thanks to our universal love for fries, and this clever association ensures long-term brand loyalty and love.

When the CEO (at the time) Andy Bryon and his HR chief found them centre-stage at a Coldplay concert, it circulated everywhere.My mum saw it, your grandma saw it, and the rest of the internet saw it too and all thought: “Well that's the end of him and his business LOL.”

Lesson: the internet is powerful. Astronomer thought quick on their feet turned the sudden interest in their business to let us all know what they’re actually about - with the help of Gwenyth Paltrow (Chis Martin’s ex-wife) for some lighthearted humour! While I’m still not quite sure what Apache Airflow® is, this is great crisis management.