In this week’s Our Take Siemens’ FABRIC campaign turns urban data from African cities into stunning fashion pieces, Halo Top gives Dry January a sweet twist, Audible’s Zen Commute makes rush hour moments calm and artist David Lynch, is remembered in creative style!
THE FABRIC OF A CITY
South Africa’s FABRIC project is an impressive fusion of raw city data and haute couture. Forget the typical corporate campaign; this is about turning numbers into narratives and pixels into patterns.
Siemens took real data from Johannesburg, Lagos, and Nairobi and commissioned designer Alexandra Pillemer to create a series of beautiful fabrics. Then, renowned designers John Kaveke, Zizi Cardow, and Palesa Mokubung, turned the bold textiles into stunning one-off pieces. Each design symbolised the spirit and potential of its city, blending the promise of smart cities with Africa’s cultural vibrancy.
What sets FABRIC apart is its ability to make technology relatable. Siemens didn’t just highlight its digital solutions; it told a story. By showing the beauty in data—yes, data—the campaign resonated with industry leaders and everyday dreamers alike.
The result? Not just gorgeous designs, but a shift in how B2B brands connect with audiences. Recognised with a SABRE Award, FABRIC proved that creativity can elevate even the most technical messaging, making it accessible, engaging, and exciting.
The takeaway? A city isn’t just buildings and traffic—it’s alive with untapped potential. Siemens turned that energy into art, showing us all that the future is as fashionable as it is smart.
Dry January, with a sweet twist
Who says Dry January has to be dull? Ice-cream maker, Halo Top, is adding a playful twist to the month-long alcohol hiatus, giving us something to indulge in when the pints are off the table: ice cream inspired by your favourite cocktails.
In a clever nod to the cravings that often come with skipping booze, the brand has temporarily reimagined four of its classic flavours with boozy-inspired names. Strawberry becomes “Pinot Noir,” chocolate caramel brownie transforms into “Old Fashioned,” sea salt caramel takes on “Reposado Margarita,” and cookies and cream is now “Creamy Espresso Martini.”
It’s not just a gimmick—there’s a bit of science behind the idea. Research shows that many people replace alcohol with sweet treats during Dry January. Halo Top even worked with a sommelier to ensure the flavours evoke the profiles of their liquid counterparts.
The result is a fun and unexpected way to lean into Dry January without feeling like you’re missing out. Sure, these pints won’t get you tipsy, but they might just give you that sense of indulgence usually reserved for happy hour.
Platform Zen and Three Quarters
What if your hectic morning commute could feel like a stroll through a cherryblossom grove? Audible’s latest campaign, crafted by Hyperactive, is turning that fantasy into reality—at least for a lucky few.
Imagine stepping off a bustling train platform and into a magical carriage filled with soft pink blossoms. The usual clamour of rush hour melts away, replaced by soothing snippets from Audible’s bestsellers like Atomic Habits, A Quiet Life in Seven Steps, and The Healing Power of Nature. It’s a brief yet blissful escape from the chaos.
Running for five days from January 20th, Audible’s Zen Commute activation doesn’t just stop at the blossoms. Nearby, a campaign film plays, inviting even more commuters to reimagine their daily grind. It’s a clever reminder that a pair of headphones and the right audiobook can transform even the most stressful rush hour into a moment of peace. In a month known for grey skies and post-holiday blues, Audible’s initiative is like a deep breath for the soul. It’s proof that mindfulness can be found in unexpected places—even on a crowded platform. So, the next time your commute feels like a slog, channel this idea: cherry blossoms, inspiring audiobooks, and a little magic to carry you through the day. Who says rush hour can’t be zen?
David Lynch, remembered
David Lynch died last week, and the creative denizens of social media were out in force paying their respects.
Lynch is famous for a relatively small number of films (Blue Velvet, Mulholland Drive), and a generation-defining TV show (Twin Peaks). His work was surreal, stylish and quirky, and usually prefixed by ‘cult‘. But his influence was huge.
We love this photographic tribute by Rudy Willingham, shot at the actual Twin Peaks. The images are gorgeous and clever, and capture, in a way, why Lynch was so highly regarded. His work didn’t lend itself to imitation (though many tried), but was so unique, and so powerful, it inspired generations of film-makers, writers, musicians and artists to find their own creative voice.
Thank you, David Lynch, and Rest In Creative, Inspiring Peace.