Indie Pulse: The Best of Indie Agency Innovation from Giant Spoon, Zambezi, LURE, and More

Welcome to the latest edition of Indie Pulse, an LBB series in partnership with Worldwide Partners (WPI)  dedicated to spotlighting the most inspiring campaigns from across their network of over 95 agencies in 45 countries.

The final edition of Indie Pulse for 2025 highlights the ingenuity powering independent creativity across automotive, tourism, telecoms, wellness, and food and beverage. These campaigns capture the fearless spirit of indie agencies — where sharp ideas, emotional storytelling, and strategic insight collide to move audiences and industries alike.

More than just a showcase of great work, Indie Pulse is a celebration of the heartbeat of the independent agency world: a thriving ecosystem of talent, collaboration, and bold thinking. Whether you're a brand marketer, agency leader, or creative professional, this series will provide a fresh perspective on the future of advertising, highlighting how the synergy of independent agencies is driving both creative excellence and business growth in new and exciting ways.

USA

Agency: Giant Spoon
Location: LA/NYC
Client: Lucid Motors
Campaign: ‘Driven’

Giant Spoon transforms automotive advertising into cinematic spectacle in their new work with Lucid Motors for ‘Driven.’

Set against the sweeping deserts outside Tucson, the campaign blends narrative action and high-end design, with starring roles from Timothée Chalamet and model Larsen Thompson who participate in a daring desert heist.

With the Lucid Gravity SUV taking centre stage, James Mangold’s cinematic prowess enhances the lux feel of the automotive centrepiece, while Giant Spoon’s strategy ensures the brand’s innovation and craftsmanship shine through every frame. ‘Driven’ demonstrates how independent agencies can merge storytelling, star power, and premium branding into a brief but unforgettable experience, redefining what car ads can look like for the world’s most advanced electric vehicles.

Agency: R&R Partners
Location: US
Client: Las Vegas Convention and Visitors Authority
Campaign: ‘Welcome to Fabulous’

R&R Partners lights up Las Vegas with ‘Welcome to Fabulous,’ a bold, omni-channel campaign celebrating the city’s iconic energy and its evolution as a global hub for entertainment, dining, sports, and business.

Leaning into the city’s legendary neon sign, this campaign debuted with a mini musical ad during the NFL season opener and extends across social, outdoor, and experiential activations. Highlights include the striking Fabulous Tunnel Walk at Allegiant Stadium, transforming the players’ entrance into a neon-soaked stage, and the reimagined Fabulous Pickups at Harry Reid International Airport, where arriving visitors are greeted by vibrant lighting, custom photo walls, and live entertainment.

By fusing spectacle, interactivity, and Las Vegas flair, R&R Partners successfully transforms the city’s brand into a living, shareable experience, keeping the spirit of ‘What Happens Here’ fresh for a new era.

Agency: Zambezi
Location: US
Client: Club Pilates
Campaign: ‘Every Body Club Pilates’

Zambezi makes a confident debut with Club Pilates’ first national campaign, ‘Every Body Club Pilates.’ This new brand approach reframes Pilates as an accessible, energising practice for all ages, abilities, and body types. Shot by Steven Counts and directed by Travis Hanour, the campaign foregrounds real instructors and authentic movement, moving away from filtered, idealised fitness imagery.

Produced by FIN Studios, the work highlights the strength, healing, and inclusivity inherent in Pilates, positioning the brand as a practice for everyone. Across broadcast, CTV, social, and upcoming OOH, viewers are invited to see themselves in the movement, celebrating diversity of body, experience, and energy. With approachable visuals, grounded storytelling, and inclusive ethos, Zambezi’s campaign demonstrates how independent agencies can redefine category norms while building broad, meaningful connections with audiences.

LATAM

Agency: Propeg
Location: Brazil
Client: Government of Goias
Campaign: ‘Lost Childhood’

Propeg turns attention to the pressures of growing up too fast in the digital age with ‘Lost Childhood,’ an evocative campaign for the Government of Goiás, in Brazil. The film depicts children dressed as adults – in the role of models, influencers, professionals – only to drop their props, pick up their toys, and reclaim the joy of childhood.

Produced entirely with artificial intelligence, the campaign purposely avoids involving real children, demonstrating a thoughtful, ethical approach to technology while delivering a universally relatable message. Through striking visuals and clever storytelling, ‘Lost Childhood’ captures the tension between expectation and innocence, reminding viewers that growing up is a journey, not a race.

EMEA

Agency: LURE
Location: Berlin, Germany
Client: Hibiki Harmony 
Campaign: ‘A Masterpiece of Japanese Harmony’

LURE brings Japan’s iconic premium whisky, Hibiki, to German audiences with its first national brand campaign, ‘A Masterpiece of Japanese Harmony’. The campaign celebrates Hibiki’s refined flavour, craftsmanship, and cultural heritage through the lens of contemporary art and luxury culture. Featuring an original score by Berlin-based cellist and composer Anne Müller, this brand film translates the whisky’s philosophy of harmony into music and motion.

LURE led strategy, creative, and full production of all campaign assets, including key visuals and the launch event at Reethaus Berlin – recently named one of the world’s most beautiful buildings by TIME Magazine – where live performances and guided tastings immersed guests in Hibiki’s sensory world.

The campaign positions Hibiki as a cultural ambassador, blending storytelling, artistry, and premium branding for a discerning audience.

Agency: Proboston
Location: Prague, Czech Republic
Client: Deutsche Telekom
Campaign: 'Deutsche Telekom’s AI-ncestors Challenge'

Proboston pushes the boundaries of AI-driven creativity with its entry for Deutsche Telekom’s pan-European AI-ncestors Challenge. For the competition, Proboston creative director Jan Urbanec crafted a winter commercial entirely using artificial intelligence, aiming to demonstrate that AI can match the precision, control, and realism of traditional film production.

The campaign required creators to transform a provided script into a fully realised spot, balancing surreal, attention-grabbing imagery with grounded, cinematic storytelling. Proboston’s approach highlights how AI can be integrated responsibly into professional workflows, creating visually compelling narratives without sacrificing quality. Awarded second place in the competition, this work underscores both Jan Urbanec’s skill and the agency’s forward-thinking methodology. By combining technical innovation with a creative eye, Proboston shows how independent agencies are capable of leading the way in AI-powered production.

Agency: Ardmore
Location: Belfast, Northern Ireland
Client: Visit Pennsylvania
Campaign: 'Visit Pennsylvania 2026'

Ardmore brings the Keystone State to Irish holidaymakers with their latest localisation campaign that reimagines US creative for an Irish audience. Drawing on audience insights from consumer research company GWI, the campaign swaps forests and lakes for Philly cheesesteaks, street festivals, and sporting fixtures, all framed around Pennsylvania’s iconic Keystone symbol.

Launching around major cultural moments such as Oasis Live ’25 in Dublin and Pittsburgh Steelers vs Minnesota Vikings NFL game in Croke Park, the campaign uses humour, local references, and bold visuals to engage audiences where they are already immersed in memorable experiences.

Amplified by LK Communications, the campaign combined media interviews, on-street activations, and a Dublin to Pennsylvania scavenger hunt with top travel influencers. Blending cultural insight, creativity, and strategic activation makes the international destination feel immediately relevant and enticing.

Agency: YAM112003
Location: Milan, Italy
Client: S.Pellegrino
Campaign: Young Chef Academy

YAM112003 celebrates the transformative power of food with S.Pellegrino’s Young Chef Academy campaign, a collaboration with Fine Dining Lovers and Food for Soul. The initiative brought together emerging culinary talents, local communities, and volunteers in the Refettorios of Modena, Bologna, Naples, and Milan, turning everyday ingredients often destined for waste, into extraordinary dishes.

By pairing young chefs with resident chefs, the campaign emphasises cooking as a vehicle for connection, care, and creativity, while also highlighting sustainability and community engagement. Through thoughtful storytelling and visually rich content, this campaign elevates brand purpose through authentic experiences, combining artistry, social impact, and immersive narratives that resonate with audiences across digital, broadcast, and on-the-ground activations.

APAC

Agency: Blink Digital
Location: Mumbai, India
Client: Agoda
Campaign: ‘See the World for Less’

Blink Digital elevates travel advertising with ‘See the World for Less’, a highly personalised campaign for Agoda that leverages AI to deliver 250 unique pre-roll ads tailored to viewers’ preferred destinations. Starring Bollywood star Ayushmann Khurrana, each ad speaks directly to individual travel interests, inspiring audiences to plan their next trip while maintaining production efficiency at scale. The campaign demonstrates how technology and creativity can intersect to achieve both reach and impact: generating over 100 million impressions, 10 million views, and a 2.5x lift in awareness.

Thanks to star power, data-driven insight, and AI-assisted production, Blink Digital sets a new benchmark for personalised advertising, leading the way in delivering innovative, scalable, and engaging experiences that resonate globally, all while maintaining high creative standards.

Agency: Propel Manila
Location: Manila, Philippines
Client: Chowking
Campaign: ‘LaBuchi’

Propel Manila turns fandemonium into a tangible delight with #MakinItHappen, a playful campaign for Chowking, bringing the beloved Labubu sesame rice ball to life as the first-ever fan-powered toy, LaBuchi. Sparked by a social media trendjack, the campaign collaborated with local toymakers to transform audience excitement into a limited-edition collectible line, shared with top fans, influencers, and staff.

The launch coincided with Chowking’s grand Chinese New Year festivities, creating a vibrant, shareable moment that bridged digital engagement and real-world experience. By blending humour, culture, and audience participation, Propel Manila showcases how independent agencies can turn simple ideas into immersive brand experiences that resonate emotionally and socially. With LaBuchi’s warm reception, more collectibles are on the horizon, proving that playful creativity can generate both buzz and meaningful fan connection.

​

Read more about Indie Pulse here​

Check out Worldwide Partners LBB page here​