Indie Pulse: The Best of Indie Agency Innovation from LG2, Propeg, Tombras, and More

Indie Pulse is a new series spotlighting the most inspiring campaigns from the Worldwide Partners (WPI) network of over 95 agencies spanning 45 countries.

This edition of Indie Pulse is jam-packed with social impact campaigns that raise awareness, dismantle misconceptions, and broaden horizons, as well as some tongue-in-cheek creativity. A culmination of the best creative and strategic minds in global marketing, these projects demonstrate the creativity coming out of forward-thinking indie agencies in the first quarter of 2025.

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.

Vietnam

Agency: Le Bros​
Location: Vietnam
Client: Campaign for Tobacco-Free Kids, Global Health Advocacy Incubator
Campaign: Vietnam Against Novel Tobacco Products

This campaign from Le Bros successfully raises awareness about the dangers of e-cigarettes and heated tobacco products among Vietnamese youth. Through school tours, digital outreach, and a giant poster displaying harmful chemicals in e-cigarettes, the campaign has reached over 4,000 students and garnered 3.1 million impressions online. The project also earned nearly $100,000 in media value without any media buying budget. Most notably, these efforts led to Vietnam's 2024 National Assembly decision to ban novel tobacco products, demonstrating the power of grassroots advocacy and earned media in driving public health change.

Hungary

Agency: Mediator​
Location: Budapest, Hungary
Client: Association for Inclusion
Campaign: Released Talks

Calling out the uncomfortable, Mediator's ‘Released Talks’ campaign for the Association for Inclusion breaks down the awkwardness surrounding conversations between disabled and non-disabled people. Highlighting humorous real-life anecdotes, the campaign encourages open dialogue, leading with the message, ‘Don’t overthink, just start talking’.
Featuring idiomatic expressions drawn from personal experiences of people with disabilities, the campaign reiterates that a conversation is just a conversation. Despite no paid media, this work has generated earned media worth €50,000, reaching wide audiences through the Association's website, social media, print ads, interviews, and sensitisation workshops. Proof of the impact of authentic, grassroots communication.

Brazil

Agency:Propeg​
Location: Brazil
Client: Gay Group of Bahia
Campaign: Re-gender Reveal Party

In Brazil, where transgender individuals face high levels of violence and societal rejection, the ‘Re-gender Reveal Party’ campaign emerges as a powerful act of affirmation and acceptance. As part of the campaign, a symbolic event celebrates Anne, a 27-year-old trans woman, and her journey of self-identity after experiencing familial rejection during her transition. Unlike a traditional gender reveal, the ‘Re-gender Reveal Party’ aimed to correct a narrative that had once labeled Anne incorrectly, transforming a painful moment into a celebration.

Propeg’s campaign sparked widespread reflection on the importance of embracing diverse gender identities and inspired others to share their own stories. Parents across the country organised similar ‘Re-gender Reveal Parties’ and posted videos on social media with the hashtag ‘#Re-genderRevealParty’, fostering a conversation on trans rights and family acceptance. Beyond an ad campaign, it became a movement that encouraged inclusivity and contributed to a broader dialogue about transphobia and the need for familial love and respect.

USA

Agency:/prompt
Location: New York, NY, USA
Client: Cetaphil
Campaign: We’re All A Lil’ Sensitive

Lil Wayne and Cetaphil bring attention to the everyday moments that make us feel a ‘Lil’ Sensitive’ in this timely spot. Observing sensitive situations, including a clever nod to the rapper’s recent Super Bowl snub, Lil Wayne is on hand to offer Cetaphil’s soothing products, emphasising how the brand can help with skin sensitivity.

Debuted on YouTube, the campaign was rolled out across social media, including a regional TV spot in New Orleans, the rapper’s hometown, airing during the Super Bowl. It also featured partnerships with influencers and healthcare professionals, all of whom share personal experiences and insights on sensitive skin care. A cameo from dermatologist Dr. Muneeb Shah also helped to reinforce Cetaphil’s commitment to skin sensitivity.

The campaign builds on Cetaphil’s prior NFL-themed marketing, following a successful partnership with Carolina Panthers player Xavier Legette. Despite past controversies, Cetaphil aims to tap into the cultural zeitgeist, and /prompt was on hand to facilitate their latest iconic collaboration.

Agency: Tombras​
Location: Knoxville, TN, USA
Client: Sweethearts Candies
Campaign: Commitment Hearts (2025)

Tombras’ campaign for well-loved Sweethearts Candies takes a playful approach to what it means to commit in a relationship. This year’s ‘Commitment Hearts’ feature scannable AI technology, allowing consumers to take real action on messages like ‘MOVE IN?’, ‘MARRY ME’, and ‘4EVER EVER?’. By scanning the heart candies, users are directed to websites where they can book moving services, get married online, or even buy heart-shaped headstones for those who want to take their love ‘to the grave’.

With 83% of younger Americans seeking clearer commitments, the campaign embraces the shift away from ambiguous relationships. Redefining what it means to give and receive a Sweethearts candy, this campaign combines the brand's century-old legacy with modern technology, turning it into a tool for tangible action in today’s dating world; a fun, interactive way to engage consumers by celebrating love and commitment while breaking new ground.

UK

Agency:Above+Beyond​
Location: UK
Client: Findmypast
Campaign: Rooted in Culture

Findmypast, the UK-based genealogy service, unveiled a new brand platform, ‘Rooted in Culture’, developed by Above+Beyond. The platform encourages users to go beyond basic family tree dates and names to explore the deeper, cultural context of their ancestors' lives. The work highlights Findmypast’s position as a leading resource for family history, with access to millions of digitised records, including newspapers, and advanced tools for uncovering richer family histories.

Featuring real-life stories discovered through the service, the film starts with the story of ‘The Great Aunty Rat Catcher’, Audrey Thompson, a celebrated rat catcher.

In addition to the campaign, which ran across social, display, print, and radio, Above+Beyond is also refreshing Findmypast’s visual identity, modernising its design while maintaining respect for the historic images and stories within its archives. This brand evolution aims to help users gain a deeper understanding of their family history and the world their ancestors inhabited. The collaboration underscores Findmypast’s goal of making family history research more accessible and meaningful for a broader audience.

Agency: Union Direct​
Location: Edinburgh, Scotland
Client: Scottish Widows
Campaign: Pension Mirror

Union Direct is reinventing pension engagement with Scottish Widows' innovative ‘Pension Mirror’ tool. Launched as part of the 2023 Pension Engagement Season, the tool uses AI-powered face-scanning technology to guess a user’s age and compares it to the average pension savings for people of that age in the UK. This engaging, social experience is designed to motivate users to check their pension savings and download the Scottish Widows app.

The tool has been a hit, generating 80,000 views and over 22,000 unique users in the first few weeks, even before paid media support. Prior to the campaign, 82% of members had never used the app before. It’s increased workplace engagement too, with higher-than-expected registrations for virtual events and one-to-one calls. The fun and interactive nature of the tool is designed to tackle the typically ‘dry’ and distant topic of pensions by making it accessible, social, and motivating.

The success of the ‘Pension Mirror’ is a testament to Union Direct’s ability to blend AI, behavioural economics, and creative design to drive action and engagement, ensuring that pensions are no longer to be ignored, but rather to engage with regularly.

Canada

Agency: LG2​
Location: Quebec, Canada
Client: Ontario Cannabis Store and Alcohol and Gaming Commission of Ontario
Campaign: Buzzkill

Cannabis sales have reached an estimated $3.2 billion in Ontario, with over 3,800 retailers. In spite of its legalisation, however, illegal sales of marijuana still make up at least half of the market, creating confusion around what’s legal and, more importantly, what’s safe. With restrictions on traditional advertising and scepticism towards government messages, the Ontario Cannabis Store (OCS) decided it needed a new way to encourage consumers to buy legal products.

In an exposé of the dangers of illegal cannabis – such as pesticides, heavy metals, mold, and even E. coli – OCS launched ‘Buzzkill’, a fake brand of illegal cannabis. The campaign featured over 25 products, each showcasing a different contaminant, and set up a dispensary in downtown Toronto where one in four shops are illegal). Instead of selling cannabis, the dispensary offered educational resources on the risks of buying from the black market.

The campaign reached 33.2 million people, increased awareness of illegal cannabis risks by 59%, boosted visits to OCS’ safety page by 20%, and increased the likelihood of consumers shopping legally by 152%. This move was about more than just marketing – it highlighted the importance of OCS’ safety mandate and garnered media attention, proving that when it comes to cannabis, legal is the safer choice.

Stay tuned for the next edition of Indie Pulse, where the world’s most daring creative minds meet to set the trends of tomorrow...