September Scroll-stoppers:

The best in media & marketing this month

Laneway lineup drops? A Cardi B bodega? Lewis Capaldi shouting from a supermarket rooftop?

September’s been a lot of things, but boring certainly isn’t one of them.

Some big decisions were being made between Conrad and Jeremiah, causing a teen drama social media movement unlike the world has witnessed, and green lights were WAVED for tourism campaigns all over. There were ads that made ads worth watching again, collabs of our dreams unfolding on the big screen, and some exceptionally good use of music marketing to boot.

Because we are chronically online, we have pulled together our top media picks from the month to add to your vision board for your next campaign (and pop-culture knowledge).

SERVING ON SERVICE PLATFORMS

Cardi B X DoorDash – The Cardi Bodega

Cardi B is cooking up new music, and launching her brand new album “Am I The Drama” in true Cardi fashion – not on a music streaming service like Spotify, but through a food delivery app. Partnering with DoorDash, she launched “The Cardi Bodega”, a virtual pop-up where fans could order a curated selection of snacks and drinks inspired by the album. In addition to the special listening party treats, to take it one step further, DoorDash gave New Yorkers an album sneak-peak on the streets, with bikes blasting snippets of her new tracks. It’s a different kind of delivery for an album launch, and everyone is here for it.

Get a slice of the campaign action here: https://about.doordash.com/en-us/news/cardi-b-bodega-album-drop

Credit: DoorDash

Menulog X Bliss N Eso – “What’s Good in Your Hood”

It’s hard to replace the jingle “Did Somebody Say…”, but Menulog is entering their next era of eats & associated beats, launching a fresh campaign right here in our backyard with Aussie hip-hop icons Bliss N Eso.

The campaign celebrates the neighbourhoods and people that make Australia’s diverse food scene special, and shifts the focus to homegrown heroes by celebrating the communities that make eating out (or in) a special experience. What’s more? The campaign is one that’s not afraid to play with the wackiness and wildness of AI to get the creative vision across.

A hot new campaign mixing music, food, and a local lens – just what the Aussie’s ordered.

Watch the full campaign here: Menulog’s “What’s Good in Your Hood” 

Credit: Menulog

GOOD OLD FASHION COLLABS

Dunkin Donuts X The Afflecks - “The Value Affleck”

This campaign is one that takes a decent amount of screentime to decipher to enjoy, but once you do, the treat is sweeter than the donut itself.

For a brief backstory, Ben Affleck in 2020 was caught by the paparazzi arms filled with Dunkin Donuts, leading Ben to become the ultimate Dunkin Donuts ambassador for the next five years.

Now on the other end of the internet, the Secret Lives of Mormon Wives is a popular lifestyle TV show starring Jen Affleck, of the same name but no relation (though highly contested).  

Someone in the Dunkin Donuts media team smelt an opportunity brewing, and brought the two together for a 2025 Superbowl rendition that positioned Jen Affleck as “the value Affleck”, with a guest star appearance of Ben at the end. A perfect blend of cultural relevance, it targets an online Gen Z crowd who understand and appreciate the application of the lore, with a side of product placement in the background.

Drool over the campaign here: https://news.dunkindonuts.com/blog/the-value-affleck-2025

Credit: Dunkin Donuts

 Lewis Capaldi X Aldi

This next campaign proves that sometimes all you need for cut-through is a piece of cardboard and a dream. Aldi bagged Lewis Capaldi to lead a stunt in Nottingham to an unsuspecting crowd on their weekly shop. In a pop-up style, the singer took over his new stage on the Aldi parking lot for a surprise supermarket set, performing new hits in a guerilla fashion that really got LinkedIn talking. No notes, just pure PR genius.

See the set here: https://www.aldipresscentre.co.uk/business-news/capaldi-stages-impromptu-gig-on-roof-of-an-aldi/

Credit: Aldi

SKIMS X Nike X Serena Williams

NikeSKIMS just launched a new line, blending the worlds of shapewear and activewear for ultimate performance and a powerhouse marketing move. Add Serena Williams, and you’ve got a trifecta redefining what performance wear looks and feels like.  The ad, Bodies at Work features more than 50 athletes showcasing the range. The message the campaign embodies is one of strength, success and empowerment. They aren’t pedalling a particular body shape, but a mindset all about confidence and power, a positive message to young brand admirers. As Kim K put it: “NikeSKIMS Bodies at Work film celebrates every woman’s strength and power.” The message, models, and collab are the perfect fit.

See the powerful range here: https://www.bandt.com.au/nikeskims-taps-serena-williams-for-debut-sportswear-collection/

Credit: SKIMS

SHOWING OFF AUSTRALIA

Tourism Australia X Robert Irwin – “Come and Say G’Day”

Who is better to show the world what Australia has than Australia’s favourite wildlife warrior? Ever since daring to bare in a Bonds ad, Robert Irwin has been on a roll - dancing and landing gigs that show off his charm, humour and homegrown appeal. In his latest move, he's fronting Tourism Australia’s latest campaign, Come and Say G’Day, bringing authenticity and energy to the Australian story. It’s true blue, full of fun, and a collaboration that was born to happen.

Witness the campaign here: https://www.tourism.australia.com/en/resources/campaign-resources/come-and-say-gday.html

Credit: Tourism Australia

 Carrie & Tommy X Tourism and Events Queensland – “Wheely Good Adventure”

Keeping the Aussie tourism wave rolling, radio favourites Carrie & Tommy hit the road with Tourism and Events Queensland for their Wheely Good Adventure. The duo traded the radio for a motorhome touring the Sunshine State’s top spots and sharing their escapades on air and online. Equal parts comedy, curiosity and coastal charm, the collaboration delivered big publicity wins for regional Queensland.

Read all about it here: https://campaignbrief.com/teq-takes-carrie-tommy-on-a-wheely-good-adventure-in-new-campaign-via-dentsu-qld/

Credit: Campaign Brief

SUBTLE MOVES ON SOCIAL MEDIA

Laneway X Chappell Roan

After a 2024 Brat Summer and Charli XCX headline, expectations for Laneway’s next line-up were sky-high. So, fans were quick to clue on when the official TikTok account suddenly went private early September. Those already following became instant insiders, while everyone else was left behind the ball waiting with bated breath in suspense. Days later, the payoff landed - a headline-worthy lineup featuring Chappell Roan. It was a hype-building marketing tactic, and it delivered, with majority of shows already sold-out, and a viral roll-out that proves the best marketing sometimes happens when you let the fans do the talking.

Watch it unfold here: https://www.tiktok.com/@breakingthroughpoddy/video/7548999993495932180

Credit: Laneway

 POP-CULTURE PERPETUATORS 

Domino’s X Team Conrad

The internet couldn’t stop debating The Summer I Turned Pretty ‘s ultimate question:  Team Conrad or Team Jeremiah? And the Gen Z social media managers understood that if the world is talking about it, their brand could be, too. One instance of this is Domino’s helping social scroller’s ‘Belly’ with its decision for dinner, likening each main character to a main course pizza flavour, not-so-subtly declaring their loyalty to Team Conrad in the making. It was a smart, relevant and timely reference that paired perfectly a finale with the eats to go along with it.

Enjoy the post here: https://www.instagram.com/p/DOsbcgvjkmV/?hl=en&img_index=1

Credit: Domino’s Australia

From viral stunts to clever collabs, brands are rewriting the rulebook, and the results are anything but ordinary.

If you’re looking to make a mark like the brands about, give us a shout here, and we’ll make it happen.