This month’s most interesting brand activations didn’t rely on scale or spectacle. From Garnier’s cinematic screening to Nike’s culture-rooted soup shop, Starbucks’ runaway bear-cup chaos, and Rhode’s soft-power London launch, the strongest moves used intentional play to create rituals, worlds, and shared moments people wanted to step into. Here’s what these campaigns reveal about the future of lifestyle branding — and how your brand can use the same principles.

Read more