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Garanti BBVA is bringing students inside its branches to demystify banking and build financial literacy from an early age. The initiative invites teachers and students in grades three through eight to visit local branches, where they participate in interactive activities covering savings, budgeting and money management. Students see firsthand how a bank operates while learning practical financial concepts.During these visits, young participants explore banking professions and gain insights into daily branch operations, from customer service to transaction processing. The program, which launched in September 2025, aims to equip children with foundational knowledge that will inform their financial decisions as adults. Teachers from schools affiliated with Turkey's Ministry of National Education can apply to bring their classes through the bank's doors.TREND BITEAs financial literacy remains inconsistent across educational systems, brands are stepping up with practical learning experiences. Garanti BBVA's approach transforms abstract financial concepts into tangible lessons, addressing a real need while positioning the bank as an educational partner rather than simply a service provider. That need for practical knowledge isn't limited to kids, of course. How could your brand offer people of all ages the information and skills required to thrive, especially during periods of economic and social turbulence?
Category:
Marketing and Advertising
When rail operator Eurostar unveiled its new uniform collection last week, coinciding with Paris Fashion Week, one detail stood out: skirts are now available to any team member who wants to wear one, regardless of gender. The policy applies across all 2,600 employees working on trains and in stations, making Eurostar one of the first major European transport operators to fully embrace gender-neutral workwear options.Developed in collaboration with 80 colleagues and designer Emmanuelle Plescoff, the collection features interchangeable pieces designed to accommodate individual expression. While the uniforms blend French tailoring, Brussels and Amsterdam street art influences, and British Dr. Martens, it's the inclusive approach to traditionally gendered garments that's generating conversation. The move has predictably attracted criticism from conservative commentators, but Eurostar has been clear: the uniform reflects the diversity of its teams and customers, and everyone is welcome to dress in a way that feels authentic to them.TREND BITEEurostar's gender-inclusive uniform policy sits at the intersection of workplace culture change and brand values in action. As social attitudes around gender expression evolve particularly among younger demographics rigid dress codes increasingly feel outdated and alienating. Forward-thinking employers recognize that allowing staff to present themselves authentically is as much about recruitment and retention as it is about progressive optics. Could your brand's employee policies become as powerful an expression of its principles as any marketing campaign?
Category:
Marketing and Advertising
In New York's West Village, Anthropic has momentarily transformed an Air Mail newsstand into a space for contemplation and connection. Open through October 7th, it's a Claude-branded haven where visitors can work, read or simply have a ponder over coffee. The pop-up drew lines down the block on opening day, and there was a run on free thinking caps baseball caps emblazoned with the word "thinking." Visitors sat around with coffee, books and pen and paper, not screens, answering Anthropic's call for a "zero slop zone" (a pointed reference to the proliferation of low-quality AI-generated content flooding the internet). The activation aligns with Claude's positioning as a thinking partner rather than a replacement for human intelligence. By emphasizing analog thinking tools, Anthropic is staking out territory in the increasingly crowded AI landscape. The brand's pitch? Technology that accelerates human progress rather than replacing human intelligence. The vintage aesthetic reinforces this message, evoking trust through familiarity at a moment when many view AI with apprehension.TREND BITEAs AI anxiety intensifies and digital exhaustion hits new highs, Anthropic's analog approach taps into a broader cultural desire for depth over speed, quality over quantity and human connection over algorithmic efficiency. By creating a physical space that celebrates contemplation and creativity, the company acknowledges what many consumers already sense: that the most valuable use of AI isn't to do our thinking for us, but to free us up to think better.
Category:
Marketing and Advertising
The world's largest hotel loyalty program, with over 237 million members, has launched a platform focused on outdoor travel. Marriott Bonvoy Outdoors enables travelers to search across 450+ hotels, 50,000 vacation homes, and curated activities, all filtered by outdoor pursuits.
Category:
Marketing and Advertising
As part of its ongoing push to connect people IRL beer needs to be consumed in person, after all Heineken is turning overlooked urban infrastructure into vibrant gathering spaces. In Seoul, the beer brand partnered with local culture-makers to transform unused rooftops into social venues, revealing their locations through satellite imagery marked with Heineken's red star. The activation included intimate performances from K-pop artist DINO of SEVENTEEN, a workshop with contemporary artist Cha Inchul, and an interactive culinary experience with chef Cho SeoHyeoung. Aerial photographer Tom Hegen documented the transformation from above.New research commissioned by the beer brand reveals that 57% of city dwellers across London, Seoul, Tokyo, New York, Paris and Sydney frequently experience loneliness, despite residing in densely populated areas. In Seoul specifically, 53% of residents say their city prioritizes productivity over social connection, and 37% report insufficient social spaces. Yet when viewed from above, Seoul possesses one of the world's highest proportions of flat rooftop space much of it painted green and sitting unused. By challenging Seoulites to track down these transformed venues, Heineken created both a treasure hunt and a proof of concept for reimagining urban infrastructure. (Related: Architects compile a catalogue of ideas for rooftops.)
Category:
Marketing and Advertising