Blackbook Weekly: 007

The campaigns and moments in culture that you need to see.

The brands that are winning right now aren’t the ones shouting the loudest. They’re the ones that show up in the right moments, with something real to say.

This week handed us five campaigns that did exactly that. Kinda…

Spotify celebrates Grammy nominees with billboards in their hometowns

Spotify kicked things off by plastering baby photos of Grammy-nominated Best New Artist nominees, Olivia Dean, KATSEYE, Leon Thomas, Lola Young, Alex Warren, and sombr, across their hometowns. OOH creatives have always been popular with launching albums, singles, and tours, so it’s really interesting to see Spotify do the same for Grammy nominees.

Each poster paired a childhood image with a short note on the artist’s journey so far. It’s nostalgic, it’s personal and it turns a global moment into something hyperlocal, reminding their own communities exactly who they helped raise.

Gabriel Moses sat down with young creatives and shared gems

Instagram continued its “Ask It Anyway” series by bringing in Gabriel Moses, one of the most respected creative directors of his generation, to share unfiltered advice for young people trying to survive in this industry.

It’s refreshing to just get the no BS version of the creative industry. Just real talk from someone who’s earned the right to give it.

IShowSpeed, Spike Lee and Ray-Ban Meta

Then there’s IShowSpeed, Spike Lee, and Ray-Ban Meta teaming up ahead of the Super Bowl to tease a new release. On paper, it’s an unlikely trio. But, as we can see, in practice, it’s bridging worlds: internet culture, cinematic legacy, and super popular consumer tech. Perfect timing, just as Speed has finished his Africa tour and ahead of the Super Bowl, which is the most-watched ad break in the world.

Topicals’ IRL community event

Topicals kept it tight and community first with Faded Fortune Fight Night, a one night gaming event in Atlanta offering luxury goods and exclusive brand perks as prizes. The RSVP was gated behind their Spottie Sphere community group chat. Just a direct line to the people who already care, and we’re seeing this strategy continue to grow in popularity over the last few years.

A$AP Rocky interns at Vogue, and Anna isn’t impressed

A$AP Rocky showed up at Vogue, not as a cover star or a guest, but as an intern. Picking up coffee. Moving packages. Cozying up to Anna Wintour. He’s turned someone’s everyday job into content.

Now, it’s not clear what he’s promoting. There’s a cameo with Doja Cat too, so maybe she’s a featured artist on his upcoming album? Or maybe he’ll be on the next cover of Vogue? We’ll have to wait and see.

Five campaigns. Five different approaches. Some worked. Some didn’t…

This week hasn’t been very interesting from brands, but we know the next few weeks will be a whirlwind of Super Bowl posts, so I know we’ll be back with more soon.

See you there <3

If you spotted a campaign we missed, let us know.

And if you’re not already part of the conversation, you know where to find us on LinkedIn and Instagram @The Branding BlackBook .