The proverb says that laughter is the best medicine and a smile is the best makeup. We recognize that many people around the world hide their smiles due to discomfort or anxiety related to the appearance of their teeth. According to the National Smile Month Survey (Atomic Research, 2019), as many as 51% do so. Therefore, with Philips Sonicare, we tackled the issue head-on with an innovative campaign designed as a long-term project focusing on oral hygiene and its connection to mental health. Two types of activations – online and offline – within the campaign demonstrate that we can innovatively and effectively address real consumer issues like confidence in their smiles, while simultaneously enhancing brand engagement.

Where are the young people? This everyday question, which hides worrying statistics about adolescents spending time behind screens, communicating with smartphones in hand, and growing up without real motivation, also echoes in our minds. Therefore, in collaboration with Supernova Ljubljana Rudnik, we developed a project aimed at creating a more attractive and accessible environment for young people who are increasingly inclined towards digital forms of socializing and shopping. The main guiding principles were the results of research on the impact of the COVID-19 pandemic on the shopping habits of young people and studies on trends in the digital behavior of young people, emphasizing the need for innovative solutions to establish real connections in a digitally colored world. The project acts as a bridge between the digital and physical worlds and as a platform that encourages interactivity and active participation among young people.

Research has shown that consumers typically seek information about products on social media when they perceive utilitarian and/or hedonic value. Such information, obtained through social media, influences consumer preferences, shopping behavior, and decisions. In today's digital world, it is crucial for brands to remain visible and relevant on social media, where much of the interaction with consumers takes place. Supernova, the largest chain of shopping centers in Slovenia, faced two challenges: how to communicate as effectively as possible with multiple target groups simultaneously, and how to combine the diversity of events and offers at various locations.

Summer is ending, vacations are over, and people are returning to the city, filled with new experiences and memories, ready for a fresh start. Their destination remains the same: back to City Center One. As part of the “Back to School” campaign, supported by insights from the 2024 Deloitte Back-to-School Survey, we designed two key activations for the Croatian shopping center chain City Center One to ease visitors' return to school and daily routines, including shopping center visits. The study highlights the importance of early shopping and value consideration, which we leveraged in the campaign to attract and retain shoppers at the Croatian shopping center chain.

In an era where social media shapes how young people connect, express themselves, and entertain, TikTok stands out as one of the most influential platforms. Despite its popularity, many young users struggle with a lack of knowledge about creating quality content, which can lead to inappropriate practices and negative impacts on their mental health. The need to enhance digital literacy among youth, highlighted in Langlais’ research, served as the foundation for a new socially beneficial project by the Supernova Ljubljana Rudnik shopping center. Through a series of free workshops, we aimed to empower young people to become creative and responsible content creators, harnessing TikTok's potential to make a positive impact within their community.