17/07/2025
Summer is notoriously silly season in the newsroom, with more quirky and fun news stories and campaigns making headlines.
Here are some of the summer campaigns that have resonated with us here at Represent.
Sweaty Betty – Wear the Damn Shorts (2023)
Activewear brand, Sweaty Betty, encourages women to embrace their bodies and reject beauty standards.
Highlighting survey results that revealed 67% of women believe their body image negatively impacts their self-esteem and only 16% feel comfortable wearing shorts outside, the campaign encourages shoppers to forgo self-doubt by celebrating their bodies for what they do for us.
Recruiting influencers, celebrities and members of the public, the campaign is an empowering piece of content that reminds us all that we are so much more than our physical appearance.
Diet Coke x Kate Moss - Love What You Love (2022)
Bringing together two iconic noughties brands, Kate Moss and Diet Coke paired up in July 2022 to celebrate the chilled drink’s 40th anniversary.
The ‘Love What You Love’ campaign, which also heralded Kate’s appointment as Creative Director of the brand, saw limited edition bespoke can designs, campaign films and events.
The creative campaign celebrates the confidence, passion and timeless style Kate Moss is known for, speaking to the unapologetic, positive and bold attitude of Diet Coke drinkers. The perfect pairing for a hot summer’s day.
IKEA, Books on the Beach (2010)
In summer 2010, IKEA met its customers where they were at: the beach.
To celebrate the 30th anniversary of the Billy Bookcase, the Swedish furniture brand placed its beloved bookshelf on the sands of Australia’s Bondi Beach with plenty of books for those who forgot their summer read.
It’s a fun and memorable campaign, which spotlighted the Billy Bookcase product and greater brand awareness for IKEA. Users were also encouraged to donate to the Australian Literacy and Numeracy Foundation, tying the brand to a good cause.
