Fuel Your Imagination
Decathlon brings to life the joy of trying something new
The campaign from AMV BBDO was co-written by 9-year-old voice over star Frida.
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Georgie Moreton
Deputy Editor, BITE CreativebriefAbout
Georgie Moreton is Deputy Editor at BITE for Creativebrief where she explores trends within the creative industries and contributes to writing imaginative pieces, interviews and hot picks. She has spent her career working in communications within the advertising industry and first began working in tech PR where she went on to specialise in adtech and martech which lead her into the wider creative marketing industry. From here she gained a passion for producing forward-thinking thought-leadership content and has since gone on to explore wider industry issues; promoting diversity, exploring environmental and ethical issues and advocating for women in the workplace. Georgie has a passion for all things culture and arts and is a frequent visitor of her local cinema; Genesis, where you can find her cosied up in the Studio screen to an arthouse flick or the latest blockbuster.
More from Georgie Moreton
Trend
Garnier taps Gisele Bündchen as its first global ambassador
The beauty brand is subverting category norms with a tongue-in-cheek campaign starring the supermodel.
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Fuel Your Imagination
ECB sponsor Toyota enlists Joanna Lumley as Chief Cricket Officer
The campaign aims to bring cricket to new audiences and underline the sports role in British culture.
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Hot Pick
TK Maxx celebrates the every day iconic
The playful fashion campaign starring a cat shows the value and style on offer at TK Maxx.
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Trend
‘Camera Rolls’ campaign proves the best nights end in McDonald’s
The campaign celebrates the brand's cultural position as a late-night snacking mainstay.
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Trend
M&S recruits Gillian Anderson as Chief Compliments Officer
The playful appointment is part of the brand’s Love That campaign, designed to brighten people’s day.
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Thought Leadership
What are the key ingredients to being a successful challenger brand?
Brands are searching for new ways to stand out at a time when budgets are shrinking.
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Thought Leadership
How to be a successful challenger brand in 2026
In a world where everyone wants to be a challenger, what it really means to be a challenger brand is changing.
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Fuel Your Imagination
Tony’s Chocolonely launches chocolate hotel sleepover
The experience will offer a once-in-a-lifetime chocolate sleepover at The Social Hub in Amsterdam.
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Fuel Your Imagination
Toyota teams up with Simon Cowell boyband December 10
The partnership will see the boyband soundtrack Toyota's Aygo X campaign.
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Voices
NABS calls on young adlanders to future-proof industry’s mental wellness
The Next Gen Board will bring together a diverse range of perspectives to help shape the future of the industry’s mental health.
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Hot Pick
Safer Than a Tampon ridicules regulation inequalities
The campaign from TOTM and Joan London highlights a scandalous lack of regulation of period products.
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Fuel Your Imagination
Prost8 encourages testing with bottom-controlled campaign
The ‘Dodge The Finger’ game from TBWA\MCR combines gaming and humour to raise awareness of prostate cancer.
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Trend
Magnum schedules in sunshine ahead of summertime
The brand has evolved its ‘Find Your Summer’ platform to underline that ice cream is not just for summer.
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Voices
TOTM campaign calls out lack of tampon regulation
The initiative calls on audiences to sign a petition calling for effective tampon regulations.
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