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MOI Scoop
Brand
Collabs
Turning Heads
Campaigns
Trends
ISSUE #19
Jun 25
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use. © various owners (see URLs throughout for more information).
With more than 15 years' experience as a senior creative leader, Sabrina Godden-Tuma is no stranger to bold creative thinking and immersive brand experiences. And now, as Global Creative Director at Vodafone, she's on a mission to bridge the gap between human creativity and technology.
MOI: What's your secret to getting attention and turning heads?
Sabrina: If I had to say what works, it’s being your true iconic self. Everyone’s talking about ‘personal branding’ these days, but let’s face it: if everyone’s following the same influencers/creators, they all start to look and sound the same again.
So, speak up about what matters to you, don’t be afraid to share your opinions (you might get a few bruises along the way), and remember you don’t have to please everyone. You can be bold and still be kind. I genuinely believe kindness will take you so much further.
For me, I’m passionate about people and creativity - about bridging the gap between this 5th technological revolution and the human spark that makes us who we are. Creativity is a universal language, and I’m driven by how it can connect us and close societal gaps. I love helping people find their creative spark and turn it into something real. Maybe that’s my secret ingredient: showing up as I am, talking to the right people, and having the conversations that matter.
MOI: What’s one of your favorite projects you’ve worked on?
Sabrina: Without a doubt, the ‘1-in-3’ campaign for the Vodafone Foundation. The Foundation asked us to create a campaign to raise awareness of domestic abuse. And we wanted to create a campaign that wasn’t just about victims, but about survivors. The Foundation had teamed up with UN Women to reveal the shocking statistic that 1 in 3 women will experience domestic abuse in their lifetime. It’s a brutal fact. Imagine you’re sitting at dinner with three friends, and one of you will go through that kind of hell.
We wanted to show that domestic abuse isn’t always physical, and we wanted to tell that story in a way that said: this isn’t okay. But also, we didn’t want to judge because judgement rarely helps.
Knowing that it reached over 65 million women worldwide is incredible. The more we talk about it, the more we can change things and support the women who need it most.
With more than 15 years' experience as a senior creative leader, Sabrina Godden-Tuma is no stranger to bold creative thinking and immersive brand experiences. And now, as Global Creative Director at Vodafone, she's on a mission to bridge the gap between human creativity and technology.
MOI: Tell us about your work and what excites you.
Sabrina: If I had to say what works, it’s being your true iconic self. Everyone’s talking about ‘personal branding’ these days, but let’s face it: if everyone’s following the same influencers/creators, they all start to look and sound the same again.
So, speak up about what matters to you, don’t be afraid to share your opinions (you might get a few bruises along the way), and remember you don’t have to please everyone. You can be bold and still be kind. I genuinely believe kindness will take you so much further.
For me, I’m passionate about people and creativity - about bridging the gap between this 5th technological revolution and the human spark that makes us who we are. Creativity is a universal language, and I’m driven by how it can connect us and close societal gaps. I love helping people find their creative spark and turn it into something real. Maybe that’s my secret ingredient: showing up as I am, talking to the right people, and having the conversations that matter.
MOI: What's one of your favorite projects you've worked on?
Sabrina: Without a doubt, the ‘1-in-3’ campaign for the Vodafone Foundation. The Foundation asked us to create a campaign to raise awareness of domestic abuse. And we wanted to create a campaign that wasn’t just about victims, but about survivors. The Foundation had teamed up with UN Women to reveal the shocking statistic that 1 in 3 women will experience domestic abuse in their lifetime. It’s a brutal fact. Imagine you’re sitting at dinner with three friends, and one of you will go through that kind of hell.
We wanted to show that domestic abuse isn’t always physical, and we wanted to tell that story in a way that said: this isn’t okay. But also, we didn’t want to judge because judgement rarely helps.
Knowing that it reached over 65 million women worldwide is incredible. The more we talk about it, the more we can change things and support the women who need it most.
MOI: What recent campaign has caught your attention?
Sabrina: I’ve really enjoyed Heineken’s ‘Social off socials’ campaign. They’d already done something great by getting people to switch off their phones during live concerts, reminding them that real life doesn’t happen through a screen. Their latest campaign takes that further: it’s a bit of a wake-up call to how much we’re glued to our phones, constantly posting and sharing every crumb or empty glass. We’re so busy chasing likes that we forget to just… live. It’s a fun campaign but also such a timely message.
MOI: What’s your creative process and how has it evolved with the introduction of AI?
Sabrina: I always start with insights. I’m a creative at heart, but if you don’t know the ‘why’ behind what you’re doing, it’s just throwing paint at the wall.
Think single ‘brainstorming’ sessions are overrated and usually pretty dry. I work in three waves: first, you gather the obvious ideas from the world around you. Second, you push the boundaries… let the big ‘what ifs’ in. Third, you bring it back down to earth: refine, combine, and ask the tough questions. Criticism isn’t the enemy!
AI has added a new layer to this. It lets you visualise the impossible, rule out the clichés, and even create some truly bonkers ideas. (Yes, there are stupid ideas, and that’s okay.) It’s a fantastic tool as long as you’re the one in the driver’s seat.
Of course, AI has huge impact when it comes to content at a scale. But just because you can create flying cats over the desert doesn’t make you a creative genius. The spark still sits with us humans. AI is just a tool to help us get there faster, smarter, and with a little more fun along the way.
MOI: How do you differentiate a brand in an industry like telecoms, where every company is selling services that are essentially identical?
Sabrina: I think the real difference comes down to trust, and that’s something you don’t build overnight. Les Binet often talks about how short-term sales activation might spike your numbers for a bit, but it’s the long-term brand building that really moves the needle. Everyone’s offering the same deals and data plans, people don’t remember what you said, they remember how you made them feel.
For me, it’s about making sure the brand shows up in a way that’s bigger than just selling a SIM card. Vodafone is about using technology to connect for good. How it can bridge digital divides, support communities, and help create a more sustainable future. That’s a big idea, and it takes more than clever headlines to make it real.
What really matters is showing up consistently, with actions that speak louder than words. That’s how you earn trust - by being there when it counts. In the end, people don’t just buy what you sell; they buy what you stand for. And that’s the kind of difference no competitor can copy.
MOI: What recent campaign has caught your attention?
Sabrina: I’ve really enjoyed Heineken’s ‘Social off socials’ campaign. They’d already done something great by getting people to switch off their phones during live concerts, reminding them that real life doesn’t happen through a screen. Their latest campaign takes that further: it’s a bit of a wake-up call to how much we’re glued to our phones, constantly posting and sharing every crumb or empty glass. We’re so busy chasing likes that we forget to just… live. It’s a fun campaign but also such a timely message.
MOI: What’s your creative process and how has it evolved with the introduction of AI?
Sabrina: I always start with insights. I’m a creative at heart, but if you don’t know the ‘why’ behind what you’re doing, it’s just throwing paint at the wall.
Think single ‘brainstorming’ sessions are overrated and usually pretty dry. I work in three waves: first, you gather the obvious ideas from the world around you. Second, you push the boundaries… let the big ‘what ifs’ in. Third, you bring it back down to earth: refine, combine, and ask the tough questions. Criticism isn’t the enemy!
AI has added a new layer to this. It lets you visualise the impossible, rule out the clichés, and even create some truly bonkers ideas. (Yes, there are stupid ideas, and that’s okay.) It’s a fantastic tool as long as you’re the one in the driver’s seat.
Of course, AI has huge impact when it comes to content at a scale. But just because you can create flying cats over the desert doesn’t make you a creative genius. The spark still sits with us humans. AI is just a tool to help us get there faster, smarter, and with a little more fun along the way.
MOI: How do you differentiate a brand in an industry like telecoms, where every company is selling services that are essentially identical?
Sabrina: I think the real difference comes down to trust, and that’s something you don’t build overnight. Les Binet often talks about how short-term sales activation might spike your numbers for a bit, but it’s the long-term brand building that really moves the needle. Everyone’s offering the same deals and data plans, people don’t remember what you said, they remember how you made them feel.
For me, it’s about making sure the brand shows up in a way that’s bigger than just selling a SIM card. Vodafone is about using technology to connect for good. How it can bridge digital divides, support communities, and help create a more sustainable future. That’s a big idea, and it takes more than clever headlines to make it real.
What really matters is showing up consistently, with actions that speak louder than words. That’s how you earn trust - by being there when it counts. In the end, people don’t just buy what you sell; they buy what you stand for. And that’s the kind of difference no competitor can copy.
Love it or hate it – Jaguar Land Rover's bold rebrand certainly turned heads. With a fresh minimalist logo, abstract visuals (and not a car in sight!), the pivot sparked a lot of controversy as it appeared to divert from everything consumers know and love about the brand. It begs the question: is new always better?
Image and article courtesy © Creative Boom, Tom May
Read here
Barnabus, a charity supporting the homeless in Manchester, underwent a major brand overhaul last year when donations started flatlining. Built from the angles and contours of the streets, the new branding cleverly leans on perspectives and a glass-half-full tone of voice to share their message: that no matter how dire the circumstances, there is always hope.
Image and article courtesy © D&AD
Read here
Love it or hate it – Jaguar Land Rover's bold rebrand certainly turned heads. With a fresh minimalist logo, abstract visuals (and not a car in sight!), the pivot sparked a lot of controversy as it appeared to divert from everything consumers know and love about the brand. It begs the question: is new always better?
Image and article courtesy © Creative Boom, Tom May
Barnabus, a charity supporting the homeless in Manchester, underwent a major brand overhaul last year when donations started flatlining. Built from the angles and contours of the streets, the new branding cleverly leans on perspectives and a glass-half-full tone of voice to share their message: that no matter how dire the circumstances, there is always hope.
Image and article courtesy © D&AD
The no.1 rule of brand collabs? Know. Your. Audience. If you need inspiration on how to do collabs right, check out cereal company, Surreal. From GymShark to Love Honey, they never fail to channel their cheeky humor to attract and amplify the best brand partnerships.
Image courtesy © Surreal
Read here
Bumble is famed for its female-empowered approach to dating – so who better to champion that ethos than the professional flirt herself, Amelia Dimoldenberg? Adored online for her awkward date-style celebrity interviews, she's the perfect blend of authenticity, humor and freshness to embody Bumble's values and capture the hearts of the masses.
Image and article courtesy © Influence.Digital
Read hereSometimes the most powerful collab...is no collabs at all. In a striking installation on London's Regent Street, The Ordinary and Uncommon joined forces to make a bold statement: that gimmicky celebrity endorsements don't just cost beauty brands, but also the consumer. The brand's commitment to total transparency makes their positioning crystal clear: no gimmicks, no inflated costs. Just skincare that works.
Image and article courtesy © Creative Boom, Abbey Bamford
Read here
The no.1 rule of brand collabs? Know. Your. Audience. If you need inspiration on how to do collabs right, check out cereal company, Surreal. From GymShark to Love Honey, they never fail to channel their cheeky humor to attract and amplify the best brand partnerships.
Image courtesy © Surreal
Bumble is famed for its female-empowered approach to dating – so who better to champion that ethos than the professional flirt herself, Amelia Dimoldenberg? Adored online for her awkward date-style celebrity interviews, she's the perfect blend of authenticity, humor and freshness to embody Bumble's values and capture the hearts of the masses.
Image and article courtesy © Influence.Digital
Sometimes the most powerful collab...is no collabs at all. In a striking installation on London's Regent Street, The Ordinary and Uncommon joined forces to make a bold statement: that gimmicky celebrity endorsements don't just cost beauty brands, but also the consumer. The brand's commitment to total transparency makes their positioning crystal clear: no gimmicks, no inflated costs. Just skincare that works.
Image and article courtesy © Creative Boom, Abbey Bamford
Turning Heads™
Creativity with
genuine purpose
(not just for show)
(What?)
Too many B2B brands treat visual identity like its performance art, disconnected from the business of actually selling things.
We think differently. Our Turning Heads™ methodology cuts through brand pomp to focus on what matters: how brand strategy drives demand and commercial outcomes.
We bring together experts from brand marketing, creative thinking, and demand generation – all with their heads turned towards the same commercial objective. This integrated approach helps us develop brand strategies that don't just look impressive in boardrooms but actually influence buying decisions.
Because when brand strategy and marketing execution work as one discipline rather than separate functions, something powerful happens: you create brands that turn heads and drive revenue.
(What?)
The brand industry has convinced itself that visual identity exists in some ethereal realm, completely detached from actually making and selling things. But here's the uncomfortable truth: (in most cases) your product is your brand, and your brand is your product. They're not separate entities. The most compelling brands are those where you can't tell where the product ends and the brand begins.
Which brings me to Transparent (www.transpa.rent). A brand that demonstrates exactly how this should work.
What stands out first and foremost is the product itself: beautiful, elegant audio equipment that is clearly born of a genuine passion for sound reproduction. But the brand entices you to look deeper, with an elegant simplicity that serves the product rather than overwhelming it. It’s here that you discover their mission to become the world's first truly circular tech brand, creating products that can be forever serviced and upgraded. This speaks to us on another level. But here's the crucial point: they don't lead with that mission; it’s the product and brand that draw you in first.
Transparent succeeds because they recognise that excellent product and excellent brand aren't mutually exclusive choices. Their brand demonstrates the discipline required for genuine simplicity. Their communication cuts through corporate waffle beautifully. And their VI itself isn't just clever branding – it's rooted in genuine expertise for sound reproduction.
What Transparent demonstrates is that when product and brand work in harmony rather than competition, something rather magical happens. You create businesses that don't just look good but actually are good. You build brands that don't require elaborate justification because their value is self-evident.
The lesson isn't complicated: focus on making exceptional products, present them with clarity and honesty, and resist separating these fundamental responsibilities into different departments fighting over different budgets.
Because ultimately, the most compelling brands aren't those with the most sophisticated brand strategies. They're the ones where product and brand are truly complementary.
The brand industry has convinced itself that visual identity exists in some ethereal realm, completely detached from actually making and selling things. But here's the uncomfortable truth: (in most cases) your product is your brand, and your brand is your product. They're not separate entities. The most compelling brands are those where you can't tell where the product ends and the brand begins.
Which brings me to Transparent (www.transpa.rent). A brand that demonstrates exactly how this should work.
What stands out first and foremost is the product itself: beautiful, elegant audio equipment that is clearly born of a genuine passion for sound reproduction. But the brand entices you to look deeper, with an elegant simplicity that serves the product rather than overwhelming it. It’s here that you discover their mission to become the world's first truly circular tech brand, creating products that can be forever serviced and upgraded. This speaks to us on another level. But here's the crucial point: they don't lead with that mission; it’s the product and brand that draw you in first.
Transparent succeeds because they recognise that excellent product and excellent brand aren't mutually exclusive choices. Their brand demonstrates the discipline required for genuine simplicity. Their communication cuts through corporate waffle beautifully. And their VI itself isn't just clever branding – it's rooted in genuine expertise for sound reproduction.
What Transparent demonstrates is that when product and brand work in harmony rather than competition, something rather magical happens. You create businesses that don't just look good but actually are good. You build brands that don't require elaborate justification because their value is self-evident.
The lesson isn't complicated: focus on making exceptional products, present them with clarity and honesty, and resist separating these fundamental responsibilities into different departments fighting over different budgets.
Because ultimately, the most compelling brands aren't those with the most sophisticated brand strategies. They're the ones where product and brand are truly complementary.
As the only G7 country where same-sex marriage is not legally recognized, Spotify made a political statement in Japan with their PRIDE CODE project. Every petition signature generated a Spotify code that unlocked LGBTQ podcasts from some of Japan's most prominent queer voices.
Image courtesy © D&AD
Article courtesy © Branding in Asia
Levi's is being "commended for their resistance" following the launch of their bold Pride campaign amidst increasing attacks on DEI programs across the US. Their "Meet You in the Park" campaign highlights the importance of safe spaces for queer people, partnering with San Francisco–based tattoo artist and inspired by queer liberation iconography to show continued support and solidarity.
Image courtesy © Levi Strauss & Co
Article courtesy © Newsweek, Marni Rose McFall
As the only G7 country where same-sex marriage is not legally recognized, Spotify made a political statement in Japan with their PRIDE CODE project. Every petition signature generated a Spotify code that unlocked LGBTQ podcasts from some of Japan's most prominent queer voices.
Image courtesy © D&AD
Article courtesy © Branding in Asia
Levi's is being "commended for their resistance" following the launch of their bold Pride campaign amidst increasing attacks on DEI programs across the US. Their "Meet You in the Park" campaign highlights the importance of safe spaces for queer people, partnering with San Francisco–based tattoo artist and inspired by queer liberation iconography to show continued support and solidarity.
Image courtesy © Levi Strauss & Co
Article courtesy © Newsweek, Marni Rose McFall
Specially for Ramadan, Deliveroo and Humantra partnered up to launch the world's first drinkable billboard in Dubai, providing passersby with an opportunity to sample their all-new electrolyte and rehydrate after a long day of fasting. Engaging, innovative, and culturally relevant – it's the perfect example of a meaningful brand experience.
Image and article courtesy © Because of Marketing, Rachael Higgins
Read here
Who said billboards have to be boring? Billie brings product sampling to the streets of NYC in a fresh and innovative way with their scratch-and-sniff posters. Coated in a scent-release material, the public can get a whiff of their latest Coco Villa deodorant. But only if you're brave enough to get up close and personal with a trio of mega-sized armpits...
Image and article courtesy © BMOutdoor
Read hereFornasetti Profumi understands that the best products aren't just bought, they're experienced. For the launch of their home fragrance line, they built the ASMR Rooms – a digital experience that immerses customers in a dreamy, sensory universe where the smallest domestic moments are suspended in time, lasting as long as the duration of their candles. Their aim? To offer customers a surreal moment of relaxation.
Image and article courtesy © Giga Design Studio
Read here
Specially for Ramadan, Deliveroo and Humantra partnered up to launch the world's first drinkable billboard in Dubai, providing passersby with an opportunity to sample their all-new electrolyte and rehydrate after a long day of fasting. Engaging, innovative, and culturally relevant – it's the perfect example of a meaningful brand experience.
Image and article courtesy © Because of Marketing, Rachael Higgins
Who said billboards have to be boring? Billie brings product sampling to the streets of NYC in a fresh and innovative way with their scratch-and-sniff posters. Coated in a scent-release material, the public can get a whiff of their latest Coco Villa deodorant. But only if you're brave enough to get up close and personal with a trio of mega-sized armpits...
Image and article courtesy © BMOutdoor
Fornasetti Profumi understands that the best products aren't just bought, they're experienced. For the launch of their home fragrance line, they built the ASMR Rooms – a digital experience that immerses customers in a dreamy, sensory universe where the smallest domestic moments are suspended in time, lasting as long as the duration of their candles. Their aim? To offer customers a surreal moment of relaxation.
Image and article courtesy © Giga Design Studio
Tesco's viral ICONS campaign saw each letter of their brand name being replaced with produce items. A visually striking and minimalist campaign that only an iconic and widely recognized brand like Tesco could get away with...
Image and article courtesy © Creative Bloq, Natalie Fear
Read here
This British Airways billboard does the impossible: it says nothing, but at the same time is saying everything! Simple, clean and oh-so-recognizable, it's minimalism done right.
Image courtesy © Creative Bloq, Joe Foley
Read here
No product. No copy. Just a close-up of a sleeping baby. Pampers latest OOH billboards perfectly embody everything they stand for: care, comfort, and quietness.
Image courtesy © Because of Marketing
Read here
Can you advertise your product without ever SHOWING the product? Ace & Tate show you can, with this clever OOH campaign that's all about the customer, with not a single pair of sunglasses to be seen.
Image and article courtesy © D&AD
Read here
Tesco's viral ICONS campaign saw each letter of their brand name being replaced with produce items. A visually striking and minimalist campaign that only an iconic and widely recognized brand like Tesco could get away with...
Image and article courtesy © Creative Bloq, Natalie Fear
This British Airways billboard does the impossible: it says nothing, but at the same time is saying everything! Simple, clean and oh-so-recognizable, it's minimalism done right.
Image courtesy © Creative Bloq, Joe Foley
No product. No copy. Just a close-up of a sleeping baby. Pampers latest OOH billboards perfectly embody everything they stand for: care, comfort, and quietness.
Image courtesy © Because of Marketing
Can you advertise your product without ever SHOWING the product? Ace & Tate show you can, with this clever OOH campaign that's all about the customer, with not a single pair of sunglasses to be seen.
Image and article courtesy © D&AD
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