160over90

We're ready and excited to cheer on #TeamCocaCola 🥇🙌 🎉!

Thrilled to see our work with Pernod Ricard and Jameson Irish Whiskey for their "St. Patrick's Eve" take home the Best VIP Event (B-to-C) honor at the 2024 Experiential & Event PR Awards! Thanks for the recognition, PRNEWS and Chief Marketer - Sláinte! #CultureMovesUs

Happy Tuesday! OW here, sharing some topics the team has been circulating from our weekly internal newsletter. Welcome to the OW chat, here’s what we’ve been talking about! Which topic caught your eye this week? Let’s talk about it! Drop a comment. Black People Finding Freedom In Farming: The ESSENCE Fest of Culture's Food and Wine activation highlighted the freedom found in farming in a panel hosted by Keshia Knight Pulliam. Many people have turned to growing their own vegetables in response to surging food prices and to take control over what they are consuming. Pulliam emphasized that farming is not a new concept to black people, but a rich part of their heritage. (via essence.com) The Backlash Effect On Brands In Politics: The current election season is affecting how brands represent their political leanings. Just over 54% of consumers are open to buying from places that support their political beliefs and not open to buying from places that don’t. With 71% of people globally asking brands to take a political side when under pressure, ignoring politics is not an option and is an opportunity to reaffirm where they stand on DEI, climate, and more. (via AdAge.com) Heinz Deals Medals To Ketchup Masters Inspired By The Olympics: As the 2024 Paris Olympics arrive, various trends and campaigns for the worldwide event have embraced its growing relevance. Heinz’ most recent campaign has seamlessly blended their brand messaging, fan loyalty, and emotion in nods to the upcoming event. With the main focus to highlight everyday heroes and celebrate fans, the Olympic parody speaks to broader audiences because of both its cultural relevance and the representation of its consumer's lives. (via AdWeek.com) Gen Z and Brand Accountability: Like it or not—in 2024, Gen Z dominates the consumer market, making up 40% of the global population. Their significant buying power comes with high expectations for brands to be authentic, respectful, and inclusive. Brands failing to meet these standards risk losing their loyalty, as seen with Poppi, now facing backlash for misleading health claims and trending as #PoppiGate on TikTok. Consumers now demand accountability and transparency, driven by Gen Z's commitment to supporting companies that champion social causes. (via AdAge.com) Remaining Customer Centric in a Cookieless Future: Retailers have relied on third-party data for over two decades, but advertisers are now building relationships with consumers using first-party data. However, this shift is challenging since 78% of retailers still rely on cookies for greater audience reach. This transition to a 'cookieless' future is prompting uncomfortable conversations for retailers. To navigate these changes, brands can leverage resources from over 200 real media networks and practice cost-effective measurement solutions, creating opportunities for smaller brands to align and succeed. (via AdWeek.com) (Images sourced via: AdAge, AdWeek, Essence, Fast Company, TODAY)

The United States Golf Association (USGA) hosts 15 National Golf Championships annually, and this year, 160/90 shined at the U.S. Women's Open, U.S. Open, and U.S. Senior Open. Fans enjoyed the USGA & Museum Experience featuring a museum exhibit, golf trivia game, putting greens, golf simulators, and unique photo ops. The 2024 U.S. Open, USGA’s 1000th Championship, was unforgettable with activities like putting on a real Pinehurst green and a public viewing party in the Village of Pinehurst. Congrats to our incredible client partners United States Golf Association (USGA). Here's to making more memorable moments on the green. ⛳️

Before heading into the weekend, here’s what’s “Top of Mind” for me this week in industry news: Read:  Most wouldn’t have predicted the success of the U.S. Olympic Swimming Trials in Lucas Oil Stadium, which surpassed previous attendance records by 100K+ over nine days. Now, other teams and stadiums are hopeful for a chance to host the 2028 trials, with SoFi Stadium slated to host all swimming events for LA28. https://lnkd.in/eY4k25Rb Think: Though once ignored, decaf caffeine is experiencing a resurgence with more specialty roasters expanding their decaf offerings. Is this the latest health-driven cultural trend or a sign that we’re just over caffeinated? https://lnkd.in/eVCSF_y9 Know: The summer box office is heating up, spurring a new advertising push after a 41% YOY increase in Q1. With the summer movie slate including major studio projects like Deadpool and Wolverine, expect this number to continue climbing well into fall. https://lnkd.in/eR7FCvCj

At Obsidianworks we use Strat Chat—our weekly internal newsletter composed by our strategy team— to unite, engage, and educate the OW Team on all things newsworthy and culture-driven. We thought we’d open the conversation up to our network. Welcome to the OW chat, here’s what we’ve been talking about! Support Women’s Sports From the Sideline: The significant increase in viewership of women’s sports highlights the growing cultural and conversational value. Supporting women athletes offers compelling storytelling opportunities for brands and the broader movement toward gender equality in sports. (Via MarketingDive.com). Ikea Will Pay You Real Money to Work In Its Virtual Roblox Store: IKEA launched "The Co-Worker Game" on Roblox, an immersive virtual store experience where paid workers, aged 18 or older from the UK or Ireland, will earn around $17 per hour to assist customers and manage virtual tasks like serving food and visual designing. Kicked off on June 24, this move showcases the merger of AI and the real world. (Via BusinessInsider.com). Cannes Lions 2024 Takeaways and Insights: This year at the 2024 Cannes Lions International Festival of Creativity, traditional ad agencies took a backseat to tech giants like Amazon, Google, and Netflix, particularly in discussions around AI and digital media. The week-long event highlighted the growing influence of creators, who were integrated into the main programming and emphasized in new business models. (Via AdAge.com). Copa América May Be 2024’s Biggest Cultural Moment In U.S.: Soccer has gained immense popularity in the U.S. over the past three decades, particularly among Gen Z. This year's Copa América (July 20-July 14) is expected to draw massive crowds and significant brand engagement. With over 55% of Hispanic soccer supporters being second or third-generation Hispanic Americans, the sport's popularity is poised to reach new heights as the U.S. prepares to host both Copa América and the 2026 FIFA World Cup. (Via AdAge.com). (Images sourced via: Cuchimes, IKEA, What3words, Adage)

We're proud to have been part of the Visa Europe and Kitround "Declutter & Do Good" campaign launch. Our integrated team supported across strategy, creative, content, communications, influencer and partnerships to help bring to life the UK's first dedicated sports recommerce marketplace. Check it out at www.kitround.com! #CultureMovesUs

"The content and experiences with the brand activations are now just as important as those happening inside The Palais." Read on for our VP Becca Ratcliffe's take on this year's #Cannes activations: https://lnkd.in/eshk7_jc

Last weekend, we produced the Fan Village at LIV Golf Nashville - LIV's largest domestic tournament to date. The Nashville Fan Village featured F&B, a Kids Zone area with interactive elements that explore sound and music, and numerous fan engagement points including: ⛳️ A driving range game using the same range as the LIV Golf players ⛳️ A replica TV broadcast experience where fans could make their predictions on camera ⛳️ A giant red tailgate cup of sweet tea for a lucky few to get dunked into to beat the heat ⛳️ And an epic Hole-In-One putting experience where fans could slide a putt down the fretboard toward the sound hole on a 70 foot long guitar #CultureMovesUs

Excited to see our very own Maya Malekian named to the Front Office Sports #Rising25 Class of 2024 🏆 A 🌟 on our Creator, Digital and Social team, Maya continually wows with her cultural acumen and dynamic ideas. Congratulations on this well-deserved recognition, Maya!