How Can You Not Be Romantic About Advertising

In this episode, I break down one of the most beautifully crafted campaigns from H1 2025 — Legacy Tap by VML.We talk creative strategy, how to close audience gaps, how to tap into emotional truth — and to quote Stephanie Babin, Managing Partner at Curious Nation:“The most powerful brand move isn’t domination. It’s participation. Respectful, quiet, intentional presence. A willingness to be part of something, without needing to own it.”By the way, that just became my favourite quote of H1 2025.

In this debut episode of Barely Creative, we dive deep into Mars Wrigley’s latest award-winning campaign, “For You Who Did That Thing You Did.”What starts as a feel-good Mars Bar giveaway turns out to be a smart move into the eComm and AI space — with Amazon Australia as the perfect partner. We unpack the strategic timing, the business tensions behind the brief, and how this campaign quietly future-proofs Mars in a very loud category.No fluff, just fair assumptions — and a whole lot of chocolate-fuelled thinking.Have something to say? Email us at [email protected].