Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.

Domino’s Pizza hunted down the woman featured in the Crying Girl Meme to send her free pizza as a way to celebrate how eating a Domino's makes people happy. Brands are now 'memefying' their marketing, as they understand the potency an in-joke can have on bringing them closer to the consumer.

Older Gen Zers are heading to college and, soon, to work. This highly connected, driven and pragmatic cohort craves a sense of community, but on its own terms. How can universities and brands help them find a sense of human connection through the digital tools they’re so at home with?

In an ad campaign, soft drinks brand Oasis parodies purpose-driven commercials that use the social experiment tropes to convey a pro-social messages. As young people grow sceptical of trite or clichéd narratives, the campaign helps the brand stand out as a voice that gets them – albeit an irreverent one.