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Plus: Peroni’s boozy ice, Smith’s Chips go for Gen Z, and did the Coldplay affair go too far?

Everywhere you look, brands are reaching for retro – old logos, ‘90s references, classic menu revivals – hoping a little borrowed comfort will help them stand out. But when nostalgia is the main event, the result is a blur of brands all doing the same thing, fading into a single, safe background.

Hospitality is a case in point. A white linen tablecloth and a heritage dish might catch an eye, but it’s the venues and chefs willing to push beyond the familiar, nodding to tradition, while remixing flavours and challenging what’s expected that stay relevant. No one lines up for a dish they’ve had a hundred times before, they come back for the surprise, the spin, the sense that something’s moving forward.

Look beyond hospitality, and you’ll see the same dynamics across culture. The brands, institutions, and creators that endure aren’t those that chase comfort for its own sake, but those that balance respect for the past with a drive to push things forward. It’s this willingness to build on what’s come before, without being beholden to it, that keeps brands relevant and keeps culture moving. Nostalgia is a powerful ingredient, but it’s the courage to keep evolving that ensures you’re staying relevant.

This tension, between the pull of the past and the push for something new, is the subject of Paul Worthington’s latest “Off Kilter” essay, Nostalgia vs Differentiation: Beware winning today and losing the future. His warning is simple: nostalgia might win the moment, but only innovation shapes what happens next.

The Coldplay cheating scandal started as light relief for the millions who saw it: absurd, viral, kind of funny. But then it turned. Real stories surfaced, context collapsed, and the internet did what it does best, it piled on.

It’s a textbook case of how online momentum can escalate, and fast. What began as a bit became a runaway narrative. A joke became judgement. The line between humour and harm disappeared. The whole affair (no pun intended) is a sharp reminder for brands: in today’s culture, a single misstep can spiral into something far bigger than intended. And if you’re unlucky enough to get caught in the public crosshairs, stand tall and face the music – don’t dive for cover.

Ana Andjelic decodes what makes a collab actually stick, and why most are just noise.

Peroni’s limited-edition “Granita di Birra” is boozy ice for grown-up summer afternoons (and we’re here for it).

Smith’s Chips goes farm-to-feed with a new social series aimed squarely at a younger crowd.

A bold campaign from tmrw launches a punk health movement.

01
28 Years Later, filmed on iPhone 15 Pro Max, blurs the line between tool and statement
Danny Boyle’s latest sequel isn’t an Apple ad, but the choice to shoot on a phone puts tech front and centre.

02
Luxury homes now have wellness rooms in Queensland’s new status race
Forget lap pools. Hyperbaric chambers, yoga studios, and nature walls are the new must-haves for Australia’s high-end real estate.

03
Prime Day keeps getting bigger – U.S. consumers spent $24 billion this year
U.S. consumers spent $24.1 billion during Amazon’s extended four-day Prime Day, a 30% year-over-year increase, surpassing last year’s Black Friday total. The average order value was about $53, with strong traction in apparel, electronics, and essentials under $20.

We’re proud to share that Example has been shortlisted in three categories at this year’s Mumbrella Travel Marketing Awards, including the highly coveted PR Agency of the Year.

Among the nominated work is our Oldest Lift Bar campaign for InterContinental Sydney - a historic first that saw us transform the Southern Hemisphere’s oldest working lift into an intimate cocktail bar, generating six consecutive weeks of sold-out bookings.

Also in the spotlight is Eat Your Heart Out, a Valentine’s Day campaign created in collaboration with QT Hotels and Black Star Pastry. Together, we launched two bespoke desserts inspired by the emotional highs and heartbreaks of modern dating - served across QT Hotels nationwide.

We’re proud to be in such great company and truly honoured to see our work recognised at this level. Congratulations to all our fellow nominees!

Winners will be announced August 28.

Social & Talent Executive at Example

Hey there, I’m Ethan!

I am a lover of excessive amounts of jewellery, a large screentime and culture within the GenZ landscape! I say that my screentime is my super power rather than a red flag…some might agree, while others will think I need help. I’m a signed influencer with Day MGMT but have recently joined the team at Example as a Social & Talent Executive….I use both sides to my advantage as I know what to look out for when it comes to content, talent manager persuasion and sweet talking our clients into deals here at Example

A ritual that makes me feel human and put together would be a choice of fragrance for what vibe I'm feeling that day…I know that sounds boring but it truly does help me feel ready for the day. For example, if I'm feeling low when I wake up for work, I’ll put on a strong and scent-catching perfume that makes me feel confident in my skin. You can say that it's my ultimate weapon!

As a Gen Z-er I find my culture snips and bits from Tiktok and Instagram. I find that celeb and influencer movements and work really can shift culture for us normal people! You can’t tell but they truly move and shape the comms and media landscape.

Oh gosh…where do I start? Every Saturday I go to Rozelle Collector’s Market to see if I can score any cheap vintage goodies! I also LOVE Teta Deli for lunch…truly an Eastern Suburbs staple! If you’re a lover of perfume and smelling unique (CAN YOU TELL I LOVE PERFUME) I also find myself going into Libertine Parfumerie often to check out what my next chapter in life will smell like. 

Queer culture runs through my veins! I would not be the person I am without RuPaul’s Drag Race! That show was more than just entertainment—it was my lifeline, my education, and my awakening. Through every lip-sync, runway, and untucked moment, I found pieces of myself reflected back at me. It taught me resilience, the art of transformation, and the fierce power of authenticity. Drag Race gave me the courage to embrace my queerness unapologetically and to see it not as something to hide, but something to celebrate.

We are an earned-led culture agency. We create and amplify the world’s most talked-about brands, destinations and experiences.