Hails & Fails – June 26th 2026
From flying dragons to couture caterpillars and blurred branding, this week’s Hails show HBO Max, Dior and NHS Blood and Transplant using creativity to grab attention in very different ways. But while those campaigns earned headlines for the right reasons, Wowcher found itself apologising after a marketing email that should never have been sent.
HAILS
HBO Max unleashes a dragon over London
HBO Max took House of the Dragon promotion to new heights by flying an eight-metre dragon above London’s skyline. The stunt looked spectacular, but what really stands out is the level of craft behind it. Bringing something of that scale to life takes serious planning, engineering and creativity. It’s exactly the sort of ambitious activation that reminds people there’s still nothing quite like a spectacular real-world stunt.
Dior gives a childhood classic the couture treatment
We’ll file this one under “collaborations we didn’t see coming“. Dior has partnered with Eric Carle’s The Very Hungry Caterpillar for a luxury capsule collection, proving that even one of the world’s most recognisable children’s books can find a place on the runway. On paper it sounds bizarre. In reality, it somehow works, blending nostalgia with high fashion in a way that’s generated plenty of conversation.
NHS Blood and Transplant drains iconic logos
NHS Blood and Transplant removed the red from some of Britain’s most recognisable logos to highlight the country’s urgent need for blood donors. It’s a simple visual idea with an immediate impact, using familiar brands to make an important point. Creative campaigns are often at their strongest when the execution is straightforward, and this is a great example.
FAIL
Wowcher forced to apologise over marketing email
Wowcher apologised this week after sending a promotional email referencing a young boy who had been seriously injured in a crocodile attack. The company quickly withdrew the email and admitted it had made a mistake. While the incident was resolved with an apology, it serves as a reminder that brands need to exercise particular care when drawing on real-life events, especially those involving victims and their families.
