// INCYMI
February 2021
Whether we’re spouting about it on social media, manning a megaphone, or even breaking out the old brick phone, we’ve all got something to say. From public concerns with politicians, to sharing stories on social media, there’s a lot of people making themselves heard this month.
- History Tour
- Cupcakes
- Australian Lamb
- Vaccines
- M&Ms
- McCains & Heinz
- Maccas Swimwear
- Insta vs OF
- Tik Tok
- Apple Ads
In a provocative move taking aim at the British Museum’s less-than-stellar history of acquisition (long story short, colonialism stole a lot of sacred stuff from the natives), Vice World News has created the Unfiltered History Tour, an unauthorised tour of the museum’s 10 most disputed items. The tour explores not only the artefacts’ cultural history, but the imperialistic attitudes behind them being stolen in the first place, and the ongoing impact of this prejudice.

Fck the Cupcakes has just launched its new Be The Change campaign, asking men to speak out against sexism in their workplaces. Last year, Women’s Health Victoria released a damning report on the culture of misogyny and sexual harassment within the advertising industry, which emphasised women’s desire for men not to turn a blind eye to the sexism they see. An awesome initiative designed to fight misogyny in the creative industry, this campaign serves as a reminder to men to stand up for women in their agencies and add their voices to the fight for equality

Australian Lamb has released its new campaign, Letters to Leaders, a tongue-in-cheek series featuring messages to leaders on signs around Australia, tapping into the current desire of all Australians to yell at our political leaders in billboard size fonts.

The US Supreme Court has recently struck down an attempt by OSHA to mandate nationwide employee vaccination policies for businesses, leading to numerous companies deciding human lives mean less than their bottom line and immediately rolling back their safety polices. This has ranged from not requiring employees to be vaccinated, to letting every anti-mask nutjob breathe on other customers to their heart’s content. On the plus side, this has created a handy list for consumers, of brands to avoid like the plague. Literally.

In one of the more talked-about developments of late, M&Ms have announced they are redesigning their characters to represent a more progressive world. Not a lot of people know this, but second-wave feminism was really about fighting to make sure the green M&M was wearing flat shoes. Despite the new changes being barely noticeable, this has predictably gotten a lot of people up in arms. A convenient distraction for Mars, M&Ms’ parent company, as this is diverting a lot of attention away from the issues they’ve been having with their alleged child slavery policies.

Forget Casablanca or The Princess Bride, hot chips and tomato sauce are the love story for the ages. Joining forces in an adorable new campaign, McCains chips and Heinz sauce have acknowledged just how much they complete one another and have been sending love notes back and forth. Even going full ‘new teenage relationship’ and unfollowing everyone else on their socials.

In complete disregard for the rule forced upon us by all mums, of not mixing eating and swimming, McDonalds has released a line of swimwear. Partnering with Budgy Smugglers, Maccas now has a swimsuit range inspired by their menu items. There’s a buns joke in here somewhere…

According to a digital study for 2022, Social media now reaches more than 58% of the world’s population. This makes a lot of sense, since everyone’s been in their homes for the past two years with not much else to do but scroll through Instagram. But to those of us who can still remember not being able to use the home phone and the dial-up at the same time, this feels like a huge number.

In a blatant bid to claw back users from Only Fans, Instagram has begun testing subscriptions for creators, allowing them to grow their income by offering exclusive content to those filling to pay a fee. This is supposedly a way to ensure Instagram influencers have a more consistent income, however, given the global Instagram influencer market is worth about USD $1.3 Billion, maybe they’re already doing pretty well?

While we’re on the subject of those kids today and their phones, Tik Tok is now the third most downloaded app, used by about 7.38 Million Australians. That’s a lot of people making up silly dances.

Our favourite movie clichés are starting to get self-aware in Apple’s cool new cinematic ads. Apple has released three ads poking fun at the common cinematography tropes we’ve come to recognise, such as dramatically lit basements in horror movies or slow arthouse zooms. The ability to recreate something previously requiring a whole Hollywood soundstage just using the square in your pocket is pretty cool. I’m ready for my close up, Mr DeMille.
Extra, extra!
Read all about it!Check out our latest INC news and views.
October 25, 2024
INCYMI: October
We’ve summoned up the best of the spookiest, creepiest, and downright bone-chillingly brilliant campaigns rolling out for the scary season. Here’s all the…
May 29, 2023
Press Release: Brick Lane Brewing crushes it at global ‘Crushies’
Brick Lane Brewing crushes it at global…
May 9, 2023
Press Release: Tradie Storm Boys Scrub Up Alright
Melbourne Storm boys scrub up alright in Tradie’s latest spots via The Incubator
April 21, 2023
INCYMI: APRIL
This month, we're all about embracing the weirdness. Kick back, grab some on-sale easter eggs and explore the campaigns that dared to be different.
August 13, 2020
Press Release: Tradie Body Wash
Tradie has joined forces with the Inspired Unemployed for the launch of their new Body Spray product range.
June 28, 2019
INCYMI: June
Welcome to our first In Case You Missed It. Some of the more interesting things that landed on our desks over the last month.
November 6, 2019
INCYMI: October
Phwoh, here we go again. Halloween is done and the Christmas adverts are dropping. How's that feel. Things are really cranking up, so here's a quick dip into…
March 4, 2024
Press Release: Tradie trades Cooee for Gingaaaah in Latest Spots
Tradie have now released their new Ginger variety…
August 30, 2022
INCYMI: AUGUST
Come with us if you want to live, as we're witnessing the beginnings of a technology takeover. Advertising is taking steps into sci-fi and trying out new…
July 5, 2024
INCYMI: June
As the weather outside is frightful, we're hibernating on the couch and binge-watching our favourite shows. With classic brands shaking up their image and…
January 2, 2025
INCYMI: December
Grab some gingerbread and let’s dive into the creative campaigns you might’ve missed during your last-minute gift shopping.
October 23, 2023
Press Release: Say G’Day to Tradie Beer in Latest Spots via The Incubator
Tradie is stepping into the next great Australian territory - beer!
December 27, 2025
INCYMI: December
Before we all log off, close the laptop, and pretend we don’t know what an inbox is until January, here’s a very festive roundup of campaigns you might've…
May 2, 2025
INCYMI: April
After two short weeks filled with public holidays, too many hot cross buns, and total lack of awareness of time, we’re back into the regular swing of things.…
July 3, 2026
INCYMI: June
Screens are so last month. Well, sort of, everyone's still tuned into SBS. This month the advertising world went big, bold and decidedly in-person. Between the…
September 3, 2021
INCYMI: September
Be kind and rewind, because there’s some history to catch up on from these past couple of months. We didn’t start the fire, we’re just here to witness it and…
September 18, 2026
INCYMI: August 2026
This month, it’s all about making an impression. From billboards to installations to PSAs, brands have been going big, going bold, and occasionally blocking…
February 25, 2025
INCYMI: February
Beyond the romance and increasingly desperate attempts to stand out at the big game, some brands have been busy dropping campaigns that you might have missed…
March 7, 2023
Press Release: Tradie Bamboo – So much Nature
Tradie pits undies against the elements with…
August 25, 2023
INCYMI: AUGUST
This month, it seems like everyone’s been struck by girl power. Between the Matildas almost getting us a public holiday and Mattel dolls being advertised at a…
October 14, 2021
Press Release: Flora & Fauna
Everyday eco, surprisingly better! Flora & Fauna launches first brand campaign via The Incubator
June 29, 2025
INCYMI: June
We’ve summoned up the best of the spookiest, creepiest, and downright bone-chillingly brilliant campaigns rolling out for the scary season. Here’s all the…
October 29, 2021
INCYMI: OCTOBER
Video killed the radio star, as there is much news of the visual media variety this spooky season. Here’s what you missed if you weren’t tuned into the…
February 12, 2023
INCYMI: FEBRUARY
Is your name Google? Cause you're everything we're searching for Love is in the air... and print, and digital marketing this month.
October 27, 2023
INCYMI: October
Hello, boils and ghouls and other insert-spooky-puns-here, we're diving headfirst into the wickedly creative campaigns that have graced our screens
August 23, 2019
Press Release: Tradie No Bounce
Tradie has launched a new campaign to promote its ‘No Bounce’ men’s underwear featuring brand ambassador Nick ‘Honey Badger’ Cummins, developed by Melbourne…
August 29, 2025
INCYMI: August
INCYMI, the dogs were good again this week. Whether it’s brands leaning into brutal reviews or ads proving we’ll always stop scrolling for a cute animal,…
October 26, 2023
Press Release: The Incubator wins PropertyMate account in competitive pitch
Property Mate has appointed The Incubator as its creative services agency following a competitive pitch.
February 28, 2026
INCYMI: February
This month, consider us counter-programming to the Big Game (but like, not in the same way those weird country singers were) bringing you the ads that didn’t…


















































