Brand Waves This Week
Wrangler and Cherry blend nostalgia with contemporary style, Samsung turns imagination into a shared experience, and Renault brings myth and innovation to life through storytelling.
Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This edition is in partnership with Tracksuit, the affordable, always-on brand tracking dashboard that helps marketers and agencies make insights-backed decisions and prove the impact of their boldest brand work.
Today’s newsletter includes: Samsung unveils its new Christmas campaign; Wise boosts key brand metrics with Your Money Anywhere; Wrangler and Cherry launch The Fast Ones; CANAL+ reveals the TANGO campaign; Meela redefines therapy with Find the One; Renault launches The Muse; and ALD and New Balance present the new Capsule Collection; WHP Global relaunches LOTTO as a lifestyle brand in North America.
Samsung unveils its new holiday campaign
With its new holiday campaign, Samsung presents a film that tells the story of the bond between a young girl and her grandfather, choosing an intimate, everyday narrative to give shape to the value of technology.
The story follows Laura, a young girl struggling to adapt after moving to a new place, who finds refuge in creativity by spending her days with her imaginary friend, Milo.
Thanks to the complicity of her grandfather, Laura’s drawings come to life through Drawing Assist powered by Galaxy AI on the Samsung Galaxy Tab S11 Ultra, turning imagination into a tangible, shared experience.
In this way, the brand aligns itself with values such as creativity, self-expression, and intergenerational connection, reinforcing a positioning that goes beyond technological performance to speak about human impact.
“This year’s Christmas campaign is a celebration of the joy limitless imagination can bring into our lives. With the creative capabilities of Galaxy AI’s Drawing Assist on the Galaxy Tab S11, we can help people explore and express themselves in new and exciting ways,” explained Annika Bizon, VP Product and Marketing, Mobile Experience at Samsung UK & Ireland.
Wise Introduces Your Money Anywhere
In 2024, Wise launched the Your Money Anywhere campaign with the ambition of making an abstract benefit - international money transfers - tangible and easy to understand.
The digital and OOH campaign stars Tina, who is asked by her son to send money abroad. From this simple action, a surreal journey unfolds, moving through Bollywood, Japan, and Brazil.
A voiceover guides the story: “With Wise, Tina can spend and send money in other currencies,” before adding, “Tina’s gone… INTERNATIONAL!”
Tracking The Brand Waves - Wise
One year after launch, it is possible to assess the real impact of the Your Money Anywhere campaign. Tracksuit data shows how Wise successfully turned a strong creative idea into tangible results across the entire funnel.
Between December ’24 and November ’25, the brand recorded improvements across all key metrics: awareness (+10pp), consideration (+7pp), investigation and research (+9pp), claimed usage (+6pp), and preference (+4pp).
Looking more closely at brand perceptions reveals further insights. Comparing the period from June to November 2025 with the previous six months, associations linked to expertise (+5pp) and convenience (+4pp) strengthened further, while trust remained stable.
This finding is particularly relevant because, in the currency exchange services category, trust is the strongest driver of conversion from awareness to consideration.
In other words, Wise now has a clear opportunity to complement its creative strength and strong conversion performance with deeper, more tangible trust signals.
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