This week, in One Cool Thing

Uber Carshare X Valtteri Bottas

Uber is not always the easiest brand to love — understatement maybe — but the F1 driver Valtteri Bottas certainly is. A masterstroke from the rideshare brand in their activation around the Australian GP that attempts to say ‘we get you Australia’, by playing warmly on our favourite cultural tropes, with a few clever contextual elements weaved in too… anyone else asking about getting BRS fitted at their next rego check?

Hawke’s Brewing: The Game for Good

A lovely little piece of connected thinking behind this one. Hawkes Brewing builds on its namesake’s moniker — ‘Australia’s Environmental Prime Minister’ — subverting a hotel stable, the pokies machine to deliver a more meaningful message. As co-founder David Gibson puts it, “The Hawke’s journey started with Bob Hawke passing on his royalty share to help the company support environmental causes. Since then, every Hawke’s beer enjoyed has helped us keep that promise. The ‘Game for Good’ is a continuation of that spirit, while delivering an important message around our collective gamble with the environment. Ultimately, if the environment loses, we all lose. If it wins, we all win.”

Soy-Saucy beats

The collab you never saw coming but delivered mouthwatering results. In their latest ‘Awaken your senses’ campaign Red Rock Deli shows that its place in our collective consciousness is not as a food brand, but at the intersection of art, music and culture, the snack not just to satisfy a craving but to accompany our shared moments. When you think about it that way, this collab just makes so much sense.