January 8th Campaign Highlights

Our top picks for inspiration, impact & insights

6 JANUARY 2026

Fresh Ideas as 2026 Gets Underway

New year, inboxes reopened, coffee consumption back in full swing. As the industry eases into 2026, this feels like a moment for learning, observing, and sense-checking ideas as brands and agencies settle back into planning mode. Budgets are being finalised, strategies refined, and creative thinking gently rebooted after the holidays.

The campaigns and insights catching our attention this week offer useful reminders of what good looks like! From emotionally resonant storytelling to smart, context-aware activations, as we start shaping the year ahead.

PureGym – Feeling the Glow

Fresh Out the Blocks by McCann Manchester

The campaign celebrates the emotional impact of exercise, beyond physical performance. Using "Glow" as a creative metaphor, the brand embraces a human, inclusive, and accessible narrative that redefines the fitness category, putting everyday well-being at the center and expanding its social impact to new audiences. Take a look here.

Bellway Homes – Imagining the possibilities

Rather than leading with facts or features, "What if your home was a Bellway home" campaign developed by Drummond Central, invites potential buyers to imagine life in a Bellway home. Through evocative visuals and thoughtful placement across digital TV and streaming platforms, it taps into the emotional pull of home and possibility. Letting people picture themselves in your story is often more powerful than hard selling. Check out the campaign here.

ITV backs the Body Coach App with media investment

ITV has agreed to invest up to £3 million in The Body Coach fitness app created by Joe Wicks through its media‑for‑equity fund, ITV AdVentures Invest. As part of the partnership, The Body Coach will run a TV commercial across ITV’s channels and its streaming platform ITVX beginning on 1  January, timed to coincide with viewers’ New Year health and wellness mindset. Full read here.

Experian – Better Your Story

Experian’s new “Better Your Story” campaign created by BBH London, uses playful reinterpretations of nursery rhymes and fairy tales to show how making the right financial choices can lead to better outcomes. Through a 60-second hero film, social, digital, and OOH activations, the work combines optimism, storytelling, and brand insight to make financial decision-making feel relatable and human Take a look at the idea here.

Dare 2b – Indoor Adventure

With its first VOD campaign, Dare 2b demonstrates the importance of meeting audiences where they are. The creative embraces changing media habits, ensuring the message lands in a context that feels natural and compelling.

Understanding audience behaviour is essential to modern campaign success. Take a read here.

Dare 2b ventures indoors with debut VOD campaign

Let's talk insights, strategies and key moments

The rise of Emotional Search
Meaningful connection starts with empathy, not algorithms. This guide urges brands to focus on why people care rather than just clicks or conversions. By embracing emotional search and human-centered strategies, marketers can create campaigns that resonate deeply and authentically.

Check out the full 2026 Marketing Guide by Embryo with emotional search best practice.

2026 Prediction - Staying Flexible
The year ahead is predicted to reward flexibility and hybrid experiences. Brands that anticipate cultural shifts and respond quickly to consumer behaviour will lead the conversation. The campaigns that thrive will be the ones ready to pivot fast. Give a read from Journey Further - 2026 Predictions

Celebrating Creativity – Champions Awards 2026
Nominations for the Prolific North 2026 Champions Awards are now open, offering an opportunity to recognise exceptional work across the industry. Celebrating creativity inspires the next wave of bold and thoughtful campaigns.

Final Thought

The start of 2026 shows that human relevance is the most enduring creative strategy. From aspirational storytelling to playful campaigns and culturally attuned activations, the brands that connect emotionally and contextually are the ones setting the tone for the year ahead.

What do you think will be the key human‑centred idea or approach that defines marketing in 2026?