Welcome to The Briefing, your quarterly snapshot of client highlights, emerging media trends and insider public relations insights straight from our agency to you!
This quarter, we’re joining the rest of the industry in revisiting the growing wave of nostalgia. From Seth Rogen’s omnipresence in Canadian media to Oscar the Grouch fronting GLAD and reviving the classic “Don’t Get Mad, Get GLAD” slogan (and even the resurgence of Vine!) nostalgia is dominating. Brands are tapping into sense memory and familiar cultural touchpoints to capture attention by reminding consumers of what they already love.
It’s been a season defined by playful nods to the past, and we’re excited to share a closer look at the stories, campaigns, and cultural shifts driving awareness and engagement across the Devon Communications portfolio.
Trend Report - Nostalgia
We’re currently experiencing a surge in nostalgia-driven storytelling with brands increasingly leaning on consumers’ positive associations with the past. Across the communications landscape, marketers are tapping into cultural memory to spark recognition, warmth and emotional connection (hello Ralph Lauren Christmas!) From traditional advertising that resurrects iconic characters or taglines to social media trends that remix early-internet humour and retro aesthetics, familiar callbacks are resurfacing everywhere. This return to the past isn’t just a creative choice, it’s a strategic one that’s designed to cut through noise by grounding campaigns in something instantly relatable and culturally resonant.
Below, you’ll find a examples of how our brands are harnessing nostalgia to bring storytelling that captivates and resonates while hinting to references of the past.
Glad x Oscar the grouch
On December 2, GLAD debuted a refreshed take on its iconic “Don’t Get Mad. Get Glad.” ad campaign, this time featuring the beloved Sesame Street character Oscar the Grouch (watch here!) Reviving the brand’s popular 1987 commercial with a modern twist on Oscar’s classic “I Love Trash” tune, the nostalgia-filled campaign is designed to spark joy cross-generationally.
To support this campaign, the brand will roll out paid influencer support on social media and host an activation at Toronto’s Stackt Market featuring a three-week takeover of one of its shipping containers. The space will invite consumers into a Sesame Street–inspired experience. Visitors can watch the two-minute ad spot, enjoy complimentary bites and take home product samples along with GLAD coupons.
Tree Hut – Santa’s Scoop Bar at The Well
Newly kicked off in early December, Tree Hut is bringing a festive splash to The Well Toronto with a two-week, Nutcracker-inspired holiday takeover. Guests will step into a cozy, nostalgic wonderland designed to spark brand love through playful elements tied to the iconic ballet.
At the center is Santa’s Scoop Bar, a wintry spin on the classic ice cream counter, serving their Shea Sugar Scrub samples and drinks inspired by Tree Hut’s Merry Mint + Mistletoe Magic scents (think peppermint, vanilla, pine, orange peel.) Ballerina-inspired brand ambassadors, oversized nutcrackers and a life-size advent-calendar round out the playful experience, giving guests plenty of chances to sample and win.
JVN – StyleFix Stick Campaign + Launch Event
This fall, JVN Hair launched the StyleFix Stick, a pocket-sized smoothing innovation offering flexible, residue-free hold, with a ’90s toy–inspired campaign and an immersive creator masterclass.
Guests arrived to the kickoff event dressed in their favourite colourful, playful outfits (think Polly Pocket vibes!) setting the tone for a nostalgic, joy-filled celebration. Jonathan Van Ness, joined by THIC Studio’s Morgan Tully and Taylor Beatty, guided creators through pro tips and easy styling techniques using the new multi-tasking smoothing stick.
Attendees were gifted retro-themed hair toolkits including pastel hair accessories and learned tips for sleek buns, piecey texture styles from the pros, discovering how this newest addition to the Perfèct Collection works seamlessly with every hair type.
Campaign Spotlight - Pine-Sol Tunnel of Lights
This holiday season, Pine-Sol is bringing sensorial storytelling to life in a bold new way with a full brand takeover of Stackt Market’s beloved Tunnel of Lights. The glowing walkthrough installation, already a seasonal Toronto favourite, has been transformed into an immersive, multi-sensory Pine-Sol experience by infusing the space with the brand’s signature pine scent. The result is a holiday moment that feels both festive and warmly familiar, inviting visitors to follow the light and smell the nostalgia.
On Friday, November 14th, Pine-Sol welcomed a curated group of creators for an exclusive first look at the transformed tunnel. Against a backdrop of twinkling lights and festive décor, guests captured content, explored the installation and took part in memory-filled activities including ornament crafting, watched Home Alone and a holiday-themed scavenger hunt.
To complement the experience, the creative team at Sobre Mesa prepared a whimsical spread of classic holiday treats with playful twists including gingerbread and pinecone-shaped cookies, towering donut trees, candy canes and other seasonal sweets evoking the spirit of the holidays.
The Tunnel of Lights will remain open to the public through December 28th, offering visitors the chance to stroll through the illuminated pathway, enjoy a moment of seasonal magic and take in the refreshing scent of Pine-Sol.
Current Crush - Substack
In an age of endless doom-scrolling, long-form storytelling is making a welcome comeback and Devon is fully on board! Substack, in particular, has quickly become the go-to platform for creators, writers and industry voices looking to reconnect with thoughtful, text-forward content.
For those unfamiliar, Substack is a subscription-based publishing platform that empowers users to build newsletters, offer tiered subscription options and even monetize their content. Its accessible format and built-in audience tools have made it an appealing space for both emerging writers and established creators.
Over the past year, we’ve seen tastemakers, key opinion leaders and cultural commentators seek out the platform. They’re using Substack to share ideas, publish essays, test new creative directions and engage with audiences in a more intimate environment and one that sits outside the constraints of traditional media outlets or algorithm-driven social apps.
As this shift continues, we anticipate a significant rise in Canadian media voices and influencers building a presence on Substack. With its blend of editorial freedom, community-driven engagement and revenue potential, the platform is positioned to become an increasingly important space in the country’s content and KOL landscape.
Team picks
Our team’s favourite products of the season.
Nicole’s Pick
Shiseido Future Solution Lx Eye And Lip Contour Regenerating Cream
“So rich and decadent - this is the holy grail of eye products! The perfect holiday indulgence for any skincare lover on your list.”
Talisa’s Pick
Glow Recipe Watermelon Glow Niacinamide Dew Drops Serum
“Love it! Especially during colder months for that "glow from within" look.”
Alex’s Pick
JVN Nurture Intense Hydration Hair Mask
"My hair looks and feels instantly shiny and moisturized whenever I use this mask. Perfect for this dry, cold weather!"