The Good Comms Edit - Issue #6 - 16.03.26

A weekly edit of the stories shaping PR, marketing and modern storytelling

Some weeks the most interesting signals come from unexpected places. This week’s edit spans three very different arenas, the London Underground, a global fashion house, and the outdoor industry, but they all highlight the same shift ... brands are experimenting with experience, heritage and cultural relevance in increasingly deliberate ways.

1. When advertising becomes an experience

Example: Magnum’s multi-sensory London Underground campaign

Ice-cream brand Magnum recently launched a multi-sensory ad campaign in a tunnel between London’s St Pancras station and the King’s Cross Underground. As commuters walked through the corridor, they encountered the smell of chocolate and the sound of a cracking Magnum bar designed to simulate the sensory experience of biting into the product.

The stunt generated exactly the kind of mixed reaction experiential advertising often does, some commuters loved the surprise, others found it intrusive, but it sparked conversation across media and social channels.

Why it matters: Brands are increasingly moving beyond traditional media formats into immersive environments that capture attention through physical experience rather than screen time.

Practical takeaway: If you’re considering experiential work, design it for shareability and discussion, not universal approval. The goal is memorable interaction, not neutrality.

2. Heritage as a strategic storytelling asset

Example: Burberry’s “Portraits of an Icon” campaign

Luxury brand Burberry recently launched Portraits of an Icon, a campaign celebrating the heritage of its trench coat as the brand marks its 170th anniversary. Featuring figures like Kate Moss and Kendall Jenner, the campaign focuses not on novelty but on the timeless craftsmanship behind the trench, which has been manufactured in England for decades.

The creative reinforces Burberry’s British identity while modernising the brand’s cultural relevance through a diverse cast and contemporary visual language.

Why it matters: In an industry often obsessed with constant reinvention, Burberry demonstrates the power of leaning into heritage rather than chasing trends.

Practical takeaway: If your organisation has genuine legacy, treat it as a strategic asset. Stories rooted in craft, origin and longevity often carry more credibility than those built purely around novelty.

3. Reframing culture through brand storytelling

Example: The North Face redefining hiking culture

Outdoor brand The North Face launched its Spring/Summer 2026 campaign with a manifesto-style narrative that challenges the sanitised, Instagram-friendly idea of hiking. Instead of picturesque perfection, the campaign celebrates the messy, personal and immersive reality of the outdoors.

By rejecting idealised adventure tropes, the brand positions hiking as a raw and authentic experience, particularly resonant with younger audiences looking for something more real than curated social feeds.

Why it matters: Brands increasingly succeed when they reframe culture rather than simply reflect it. The North Face isn’t just selling gear, it’s reshaping the meaning of outdoor exploration.

Practical takeaway: Look for assumptions within your category and ask "What if the opposite were true?" The most compelling campaigns often start by challenging the dominant narrative.

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The Pattern This Week

Across these three stories runs a shared theme: experience beats exposure.

Whether it’s a sensory stunt in a train station, a heritage-driven luxury campaign, or a manifesto about the outdoors, the brands gaining traction right now are those offering audiences something to feel, not just something to see.

Good comms isn’t just about messages, it’s about moments.

At Everything & Nothing, these are the signals we pay attention to, the work that shows how communication is evolving beyond traditional campaigns into experiences, narratives and cultural positioning.

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About Everything & Nothing

Everything & Nothing is a PR, marketing and communications studio working with organisations, artists and brands who care deeply about how they show up in the world.

We help people find the signal in the noise shaping clear, credible stories that build trust over time. Our work sits at the intersection of strategy and storytelling, combining sharp thinking with calm execution, and a belief that good communication should feel human, considered and purposeful.

We’re interested in work that lasts, not just what lands loudly, but what lands well.

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Written by Karen Anderson - Co-Founder of Everything & Nothing