This week, in One Cool Thing

e.l.f challenges cosmetic ad norms

We thought it was interesting how beauty brands are changing from conventional marketing strategies for Gen Z and younger, especially with the rise of TikTok marketing and subsequent content.

We also love how e.l.f are adapting to modern culture and acting quickly about it: “e.l.f. promoted the TikTok-viral Power Grip Primer, while also nodding to Coolidge’s dreams of playing a role as a dolphin, a statement made with no hesitation at the Golden Globes in January, just a few weeks before e.l.f.’s commercial aired.”

NHL for kids

One match, two unique live broadcasts. NHL & Disney Channel teamed up to stream a ice hockey match, delivering a revolutionary twist — turning live footage into a kid’s video game style with state-of-the-art motion capture tech. The result is a fun watch for young ice hockey fans, as well as drawing in new crowds who have previously only shown a passing interest in the sport.

Grimace gets his moment

McDonald’s announces new ‘Grimace Birthday Meal and Shake,’ with a first-ever menu item. This campaign beautifully captures the nostalgia of birthdays at Maccas — a trend that has fallen away over the years. Could this be the beginning of a glorious new era of Maccas birthdays for the kids of today?