January 2025

Welcome to our January edition of Onlii Spotlight!??It’s been a busy start to 2025 so far, and we couldn’t be happier about it. It may sound cliché, but January always feels like a chance to embrace fresh perspectives and make plans for what’s next.

We’ve been doing that, while jumping straight back into great projects and some insightful conversations with so many of you. ??

One of the highlights of this month was welcoming our new Associate Creative Director, Lewis Clarke . We’ve been speaking with Lewis for the past year, so it’s brilliant to finally have him join us!??For our first edition of Onlii Spotlight for 2025, we wanted to highlight a trend we’d like to see more of over the next year.

Over the past few months, we’ve seen more brands collaborating with influencers and ambassadors to make noise in ways that expand their reach and positive impact. Below, you can read stories of moments and campaigns that have done just that.??

Scroll to discover more ???

The impact of a choice.?

Was it really unplanned? Who knows. And it probably doesn’t matter. When Timothée Chalamet rocked up to the red carpet launch of the new Dylan biopic on a Lime bike he made?a brewing public opinion?official: electric commuting is cool. ? ?

City bikes have battled against a generally bad reputation (and press) since their inception but have slowly proved their worth as a practical environmental choice. Especially Lime, which in recent years has been embraced by Londoners and become part of the cultural zeitgeist and fabric of city living. Pushing this trend forward are celebrities like Harry Styles, Paul Mescal and Olivia Rodrigo – all who have been seen on Lime bikes in 2024.? ?

This kind of adoption is needed if we’re going to shift towards a low-carbon lifestyle, and using the kudos of celebrities?is a perfect way to achieve natural brand acceptance.?

Try Lime >

Oops, we announced an ambassador.?

Inboxes across PUMA India channels were recently flooded with urgent messages and questions. How, or why, could a brand this size could possibly roll out a campaign that misspelled their own name? Well, they didn’t. ? ?

The campaign, reading ‘PVMA’, was a bold and strategically brilliant subversion of their own brand paying respect to PV Sindhu, the new PUMA India brand ambassador. The announcement coincides with their move into the Badminton category, recognising the cultural significance of the brand in Indian sport. ? ?

Sindhu is a true icon with a substantial following and aspirations to create more space for women in the sport, and bring a new generation of players through the door. For PUMA to offer up an equal part of their brand equity through this campaign shows just how committed they are to what Sindhu stands for. The minimalist approach also makes the audience to some work to discover Sindhu’s story organically -- without the brand dictating the narrative for her. We love seeing courage like this from those at the top of the game.??

Follow her journey >

Who is Benedict Lumberjack?? ?

One of the latest brilliant video campaigns from fellow B Corp Lucky Generals is gaining traction fast thanks to its lead villain, played by Benedict Cumberbatch. The BAFTA award-winning actor plays a convincing role, with just enough sarcasm to get under your skin and get the message across. ? ?

This is the second instalment of the video series which raises awareness for the Make My Money Matter campaign, after the successful launch with ‘Oblivia Colman’ went viral ahead of last year’s COP28 summit. Co-founded by Richard Curtis, the campaign highlights a troubling truth behind our pensions. Research shows that ￡300 billion of UK investments are linked to deforestation, while trillions of pounds continue to fuel unethical industries rather than shaping a better world. ? ? The video shows the true power of influence, creating stopping power and?demanding attention in the right places. Thousands have now headed to the MMMM site, making it 50% more likely its visitors will switch to green accounts.?

Watch here >

We don't have all the answers. But we love sharing what we’ve learned so far with other businesses. Visit our website to find out more about us, and get in touch.

Empowering brands to win through positive and Responsible Creative?

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