In this week’s Our Take, cancer burns get turned around, a bag that packs some history, in-sauna content gets a warm reception, and Bodyform have a bloody point to make.
From Mark to Masterpiece
Fuck Cancer has entered its reclaim era. The brand collaborated with Mischief @ No Fixed Address to help cancer survivors turn their radiotherapy marks into permanent artistic expressions of identity and resilience.
Radiotherapy tattoos were never meant to be meaningful beyond the clinic, yet for many survivors, they’ve become daily reminders of a brutal chapter.
Through this initiative, markers of hardship become moments of personal storytelling – blank canvases for creativity and memory. The powerful message of ‘keeping the spot, changing the meaning’ gives cancer survivors a chance to ‘edit’ their scars, while proving that people are seeking ownership over their stories, even the uncomfortable ones. Most importantly, this is giving cancer survivors a chance to reshape their relationship with their bodies by transforming past trauma into a new future filled with hope.
In the same way people want souvenirs from their biggest chapters such as births, engagements or first homes, now even survival itself gets the same treatment. A tiny dot of ink, once painful, can now become a meaningful story.
A Love Letter in Leather
Jacquemus’ Le Valérie bag is a rare example of luxury that feels intimate rather than performative. Named after Simon Porte Jacquemus’ late mother, the piece carries a personal history that seeps into every detail, from its soft leather to the subtle charms inspired by his childhood in Provence. The campaign amplifies this emotional core, using low-angle, childlike perspectives that transform ordinary gestures – a handbag swinging, a door opening, a quick touch of lipstick – into moments of quiet wonder.
In doing so, Jacquemus shifts the conversation from status to story. The bag isn’t just functional; it becomes a vessel for memory, maternal care, and nostalgia, capturing universal emotions through a highly personal lens. It’s luxury grounded in humanity, where authenticity resonates more than spectacle.
For brands, the takeaway is clear: audiences increasingly crave emotional depth and cultural resonance. Products that carry narrative, heritage, and personality – rather than just price or aesthetics – stand out. With Le Valérie, Jacquemus demonstrates how design, storytelling, and lived experience can intersect to create something culturally meaningful and deeply human.
Sauna Podcast Is a Smart Move
In a world where social media dominates attention, Liquid I.V. has cleverly designed an in-sauna content series for the electrolyte consumer that behaves like a product in and of itself. At the heart of the series is a custom two-person infrared sauna built for vertical video, turning hydration into a tangible, visually compelling story. The sauna isn’t just a set; it’s an ownable, repeatable media asset that naturally embeds the brand’s benefit into entertaining, scroll-stopping content.
The campaign’s genius lies in its cultural and data-driven roots. Instead of guessing what audiences want, Liquid I.V. leaned into real social trends: wellness habits, candid celebrity conversations, and creator-led content. Talent was carefully selected to connect across lifestyle, sports, music, and mainstream culture, creating conversations that feel spontaneous, authentic, and engaging, while subtly reinforcing the brand’s purpose.
From a brand and marketing perspective, this series shows how thinking like a product can transform content. Hydration lessons aren’t pushed as stats: they emerge naturally through the sauna experience, making education entertaining and the product memorable. By designing an asset that’s repeatable, culturally relevant, and visually unique, Liquid I.V. has created a social-native property they now fully own, proving that great content can also be a strategic product play.
Women are warriors. Period.
We know women have periods, but do we really grasp the bloody reality of heavy menstruation each month? Ads touting blue liquid might look pretty, but are they honestly informing us?
Enter Bodyform, taking a stand we can get behind. They don’t just test the absorbency of their products with actual blood, they recently unleashed a bold red droplet held high by none other than Rebecca Roberts, the World’s Strongest Woman in the busy thoroughfare of London’s Liverpool Street Station. Talk about smashing the stigma surrounding periods.
In the UK, 9 in 10 women are struggling with heavy period symptoms, yet only 25% feel comfortable discussing it. That leaves a whole lot of silent suffering. Sure, similar stunts have been done before, but Bodyform’s “Never Just a Drop” activation cuts through the noise. It’s straightforward, yet powerful. This isn’t a product campaign – it’s about strength and solidarity, one bold droplet at a time.