From messages of support to those that aim to entertain, how can brands deepen their relationships with people during a pandemic? Canvas8 spoke to Tom Doctoroff, author of Twitter Is Not a Strategy, to understand the role brand behaviour plays during a time of uncertainty and crisis.

A video showing a smart car mistaking Burger King's sign for a stop sign provided the inspiration for a savvy social media ad campaign. By leveraging a meme to give away food, the fast-food giant shows how brands can use humor to drum up excitement and intrigue.

KFC has opened up a fully automated takeaway outlet in Moscow, which it claims is the first in the world of its kind. As fast food fans grapple with hygiene concerns, the brand is using this space to experiment with new ways to serve food as countries move on to later stages of the pandemic.

People have responded to the crisis in different ways – either due to personal choice, privilege, or circumstances outside of their control. Canvas8 spoke to Juliana Horowitz and Dr. Grant McCracken to understand how brands can uncover the nuances of the pandemic experience for their audience.