The Great Revival of the IRL Activation

It’s official – we have TikToked, Teamsed, WFH-ed, AI-ed and lived life on our screens to the point that we are craving to do… well anything but.

Until recently, it was the norm to connect virtually to push marketing, an alternative to hosting physical events. Now we’re seeing a digital “touch grass” moment, a great creative movement away from always-online engagement and towards in-person experience, embracing the old ways of interaction before meaning was reduced to a like or follow.

Some are calling it the analogue revival. We call it about time.

The shift was undeniably clear in Campaign magazines’ search for industry trends in 2026. Executives from major brands like Ogilvy and Duolingo shared their predictions at Adland, and the message was consistent: 2026 will see the rise of in-person events and analogue mediums.

Here are some of the trends we believe will make their way to marketing mainstream this year.

IRL-events on the rise

You’re cordially invited – to witness the resurgence of events. PR practitioners and marketers everywhere collectively rejoice a welcome return to the long-lost art of event organisation. Guest lists? We’re making them. Experiential touchpoints? Brought to life with a plan, a supplier and a dream.

Less about accessibility and more about exclusivity and urgency, IRL events will take the shape of pop-ups, stands and stalls, premieres and launches, community-driven events, collabs and retreats, all designed to craft memorable experiences that amplify a brand’s message.

Sure, digital engagement will always have a place in the plan, but it’s just one piece of the marketing puzzle. Events allow products to speak for themselves and put brands directly on show.

Duolingo’s Senior Director of Brand Marketing, Kate Chan, summed it up perfectly: “Brands will value in-person experiences more than ever”, as “they are what will build genuine community”.

Who’s Doing it Well

MECCA – AO POP-UP

This year’s Australian Open served more than just tennis – it was a marketer’s playground, monopolised by a looming, delicious and unmissably pink 3 story MECCA Pro Shop for ground-passers, to sample all the beauty products their hearts desired. The greatest thing since Barbie’s dreamhouse, MECCA knew their audience, and ensured their brand was an essential part of the AO experience.

STRANGER THINGS – THE EXPERIENCE
The ending may have been a let-down, but  the hype leading into it was anything but.

This is a two parter – one, an immersive experience, the second, a product launch.

Held at Sydney Luna Park, the dark world of the Upside Down came to life, to celebrate the final season, complete with Demogorgans, 80s nostalgia, ice-cream scoops, and hype for the soon-to-be-released show.

Also announcing the arrival of the new season was KFC’s strange new menu item – the Upside Down Burger. To share the wacky creation with the nation, KFC opened Hawkins Fried Chicken as a pop-up for a limited time in Sydney’s tunnels.

BRISBANE CAFES - COFFEE RAVES

Brisbane said rise and shine to hosting get-togethers. Many venues are delivering events that are catering to the distinct characteristic of the younger generations. Hot spots like Rise Bakery and Darvella Patisserie know that health-focused new gens aren’t looking for clubs or pubs, but for cafes to connect and enjoy life with a natural high – caffeine. Enter, the rise of the coffee rave becoming all the rage.

Traditional Media Delivering the Comeback of the Century

They’ve said it for years – print is dead. But with digital fatigue, traditional PR is getting the CPR it deserves. Like fashion trends, what’s old is being rediscovered by generations raised online, where forgotten formats suddenly stand out.

This includes print works, books, record players, and, the all-time favourite, direct mail. It also extends to  influencer PR boxes – exclusive items not available for purchase, adding an extra special element to the experience.

The Managing Partner of Lift Agency predicts it will be the “fastest -growing media channel of 2026… media that customers hold rather than swipe away”. Tried, true and tangible, direct mail and physical mediums offer an analogue experience that is impossible to ignore.

They also send a deeper message for brands, signalling authenticity, thoughtfulness and intent. It’s the difference between sending a DM or writing a hand-written letter. Only, that letter now has all the data it needs to land in the right hands.

Who’s Doing it Well

A24 MARKETING – THE DRAMA ENGAGEMENT ANNOUNCEMENT

A24 are known for thinking outside the box, and their marketing reflects it. For their upcoming piece The Drama, they printed an engagement announcement in The Boston Globe, tying into the movie’s plot and creating a “stop-in-your-tracks” marketing moment. The result was palpable, becoming a viral sensation for its uniqueness (and for blurring the line between marketing and reality). It’s a great sign of what’s to come from creative movie marketing teams this year.

A return to the cinematic experience

With TikTok and Instagram came short, snackable content where creators were rewarded for constant output, irrespective of the quality. Now, what stands out is the opposite: high-production value, considered storytelling, and horizontally shot content. Most distinct (and challenging for short-attention spans) is the length. A return to the art cinematic moments, rather than quick grabs, is setting high-quality creatives apart from their iPhone-wielding counterparts.

In 2026 there will be space for both, but expect to see more ads on social platforms that embrace the power of storytelling. This will be especially evident in travel and hospitality, where brands aim to portray luxury, beauty, and aspiration. In fashion and beauty, the rise of the digital camera reflects the growing demand for a cinematic aesthetic. Jordan Leschinsky, Vice President of Codeword, described is as “a renaissance for long form. Brands that invest in deep, well-crafted long form will win”.

Who’s Doing it Well

THE AUSTRALIAN OPEN – ONNO AGENCY

It’s no secret the Australian Open was the place to be this year – particularly for influencers and content creators. More and more, the production side of tennis is filtering onto social platforms – the symmetry, colours, the purposeful head turns, all captured in artful recaps that further fuels the energy and atmosphere. This can be seen in work from Onno Agency, whose highly saturated, intentional frames promote the sport in a new way (and to a new crowd). It’s material that isn’t intended for the average tennis fan, but for the creatives who see the visual beauty of the experience.

TRAVEL INFLUENCERS

Another industry celebrating the return of the long form are the ones with the most content – the travel influencer. Sharing the beauty of a destination works best when creators invest time in crafting a narrative that captures the heart and feeling of a place. The goal is simple: to evoke a compelling desire in viewers to live the story themselves, done just as artfully as the below.

Real life events, traditional mediums, and cinematic shots – 2026 is shaping up to be the year for creatives, and We Are Brooklyn is here for it. If you want to be too, get in touch.