-Rosie the Riveter inspired women during wartime to get to the factories and build America’s arsenal. In a new twist on the character, adam&eveDDB worked with BlueForge Alliance, a maritime manufacturing company, to revive Rosie. “Built to Last” shows a woman dressed in the signature outfit of Rosie doing a series of thankless gig economy jobs, from delivery driver to crafter, ride share driver and customer service rep, trying to find her way in the world. At the end, she realizes she can have a meaningful, stable career in maritime manufacturing with BlueForge Alliance.
-Who knew that sugar was good for getting things clean, including your body? “Delightfully Raw” is a new campaign by agency Betty (formerly Periscope) for Raw Sugar Living that highlights its patented Cold Press Technology that preserves the goodness of the natural ingredients in its products. The campaign shows the real enjoyment, relaxation and cleanliness that Raw Sugar Living along with some things that are less enjoyable. The campaign plays into this by immersing viewers into a “scent world” for each personal care product, including body wash, shampoo, conditioner, deodorant, hand soap and more.
A sticker challenge post from the Hanson Dodge interns.
-Milwaukee indie agency Hanson Dodge has revved up its summer intern program by letting its high school interns work with a real client, the Harley Davidson Museum. For the fourth year in a row, Hanson Dodge partnered with the Milwaukee Institute of Art & Design to host high school students as part of a summer internship program. The agency hosted 16 students this year—its largest class ever. Their assignment was to get local community non-Harley Davidson riders to visit the Harley-Davidson Museum campus by showing them that they are missing a key destination that is part of the Milwaukee spirit. They divided into three groups, with one devising a poster campaign that showed off the personality of the museum, one coming up with an interactive experience which invited people to take part in a scavenger hunt, looking for a series of 20 collectable stickers scattered about the city, and one that devised a sidewalk campaign that showed off the museum’s full cultural experience.
A page spread from Courage, a book of work from Los York.
-Multidisciplinary creative studio Los York decided to put its work on display, so it published “Courage,” a lushly illustrated book that features 292 pages of recent bold work created by the shop. At five pounds, 14 inches long by 9.5 inches wide and almost two inches thick Courage features concept through execution, brand work, design, motion graphics, CGI and live action work for clients including Under Armour, Motorola, Logitech, Hennessey and the Minnesota Twins. The shop’s experiments in AI are also on display in the new opus, which is essentially a major shout-out to what the agency has dubbed Creative Courage. “This is a book that takes readers on a visual journey through executed projects, the stages of development, and perhaps most importantly, ideas lost in the process,” said Los York managing director Melina Osornio-Andrade.
-A new campaign from Doner and the National Drowning Prevention Alliance addresses the fact that 70% of childhood drownings happen during non-swim times and is the top killer of children between the ages of 1-4. That’s more than double the number of swim-time drownings, with preliminary data in the state of Florida showing the incidence upwards of 80-90%. To raise awareness around this reality, a new campaign, “The Clothes They Wore” relives tragic stories told from the parents who lost a child to non-swim time drowning in hopes of preventing it from happening to others.
-Hyundai and its African American marketing agency of record, Culture Brands, have launched the brand’s latest multicultural campaign, “Everyone’s Outside,” featuring the 2025 Hyundai Tucson Hybrid. The spot celebrates the joy of communal and neighborhood moments. It combines Tucson’s enhanced performance and hybrid features with community scenes where people of all ages are relishing the warm weather. It was produced by Stept Studios and directed by filmmaker Maya Table, The soundtrack, features an original licensed track by Brooklyn-based musical group Phony Ppl.
-Hoka, one of the fastest-growing performance footwear and apparel brands, has released a new brand anthem, developed in partnership with its creative agency of record, Anomaly. The launch comes on the heels of the opening of Hoka’s flagship store in New York City which will showcase the brand’s latest campaigns and bring the brand ethos to life. The new brand campaign, “Bird’s Eye,” taps into the brand’s origins of being founded near Mont Blanc and tells the story of joyful human flight. A 60-second spot sits at the center of the campaign, showing that with Hoka people can fly too, as seen through the eyes of a bird.