Stunt Watch: Alzheimer's Research buffering brain, Brixton Brewery and Brixton Klaws collab and TfL’s birthday celebration

Finally!

Summer has sprung and we can officially close the window on over-rationalising Cannes; what won, what should have, and why that one campaign with the dancing vegetables was apparently "groundbreaking”,

The sun's out, the creative juices are flowing, and this week's stunts are serving up everything from tear-jerking tech metaphors to nail-saving South London swagger.

Alzheimer's Research UK's buffering brain

First up, we need to talk about Alzheimer's Research UK's latest campaign, which took something we all universally hate — that dreaded buffering symbol — and transformed it into a gut-punch of emotional storytelling.

The campaign brilliantly captures the frustration of memory loss by comparing it to that spinning wheel of doom we encounter during Netflix binges. But, here's where it gets clever — while we can refresh our browsers or check our WiFi, those living with Alzheimer's can't simply reload their memories.

What makes this so powerful is its relatability. We've all sat there, ready to throw our devices out the window when that buffering symbol appears at the crucial moment of our favourite show. Now imagine that feeling, but it's your daughter's name, your wedding day, or how to make a cup of tea that's stuck in perpetual loading mode.

The visual execution is hauntingly simple — familiar faces and moments frozen mid-memory with that spinning symbol overlaid. It's one of those campaigns that makes you stop scrolling and actually think.

Bravo to the team for creating something that educates without preaching and connects without patronising. Though I will say, I'll never look at my laggy internet connection the same way again.

Brixton Brewery x Brixton Klaws: The Canicure Revolution

Now this is speaking my language.

Brixton Brewery has partnered with Brixton Klaws to create what it is dubbing "canicures" — a limited-edition, nail-saving accessory that's essentially a love letter to South London's creativity.

As a South London gal who's deeply committed to her long, intricately designed sets (currently rocking a red line and crystal set to match my carnival costume in St Lucia next week thanks for asking), this campaign hits differently. Because let's be real — we've all been there: the ATM card that refuses to emerge from the slot, the dropped coin that might as well be in another dimension, the can of whatever that transforms your fresh mani into a crime scene.

What's genius about this collab is how it speaks to the masses while absolutely nailing (pun intended) its core audience — the baddies who refuse to compromise their nail game for basic functionality. It's that perfect intersection of practicality and cultural nuances and done so right.

The South London energy is strong with this one. It's unapologetically local while being universally understood. And in true Brixton fashion, it's solving a real problem with style and swagger.

TfL's birthday superfan announcement

Last but absolutely not least, TfL's birthday commentary campaign featuring recorded announcements from 25 young public transport enthusiasts aged five to16.

Now look, I'll be honest.

On paper, this isn't the most groundbreaking stunt we've ever seen. Kids doing announcements? Sure, Jan we get it. But, multiple people in my office mentioned (unprompted, I might add) — they actually heard it. Their nans heard it. Their builders heard it. That bloke who never looks up from his phone heard it.

And that, my friends, is the joy of PR — when brand campaigns break out of our PR echo chamber and infiltrate actual real life.

When your campaign becomes dinner table conversation for people who only recognise Cannes as the film festival. That's when you know you've struck gold.

The beauty of this campaign lies in its simplicity and reach. Every single person who uses TFL — from the suited city workers to the tourists fumbling with their Oyster cards — got a dose of childhood enthusiasm about something we usually treat with mild contempt at best.

It's wholesome, engaging, and most importantly it got people talking about public transport with something approaching fondness. In a city where complaining about the tube is practically a cultural requirement, that's no small feat.