Welcome to Unofficially MadFest — the official media-partner newsletter bringing you speaker scoops, creative hacks, and festival buzz straight from Mad//Fest London.

In exactly one week, Mad//Fest London kicks off — and we’re not easing into it.

From the moment doors open, startups will go head-to-head for real pilots and up to £100k in funding in the Brand Challenges arena, hosted with Co:Cubed.

This year’s briefs come straight from the top: LEGO, Mars, L’Oréal, Clarins, Skyscanner, Jack Daniel’s and more.

They’re fast, they’re real, and they reveal a lot about what top brands are really struggling with in 2025.

So for our official 1 Week to Go edition, we’re putting our chips on the table...

🏆 Most Pitched: LEGO
The Brief: How do we get kids to graduate from DUPLO to system bricks?
Why it wins: Everyone wants to say they worked with LEGO. Plus, it's a loyalty problem disguised as a creative one — catnip for CX and content startups.

Unofficial tip: If your pitch doesn’t make the judges smile and cry, it’s game over.

🧨 Most Sleeper Potential: Skyscanner
The Brief: How can AI supercharge creative ideation + execution?
Why it wins: Sounds generic, but the real prize here is productivity + performance across channels. Whoever brings usable AI that actually ships creative will stand out fast.

Unofficial tip: Don’t say “co-pilot.” Show them outcome acceleration.

👀 One to Watch: Cano Water
The Brief: In a sea of new entrants, how does Cano stay distinctive?
Why it wins: It’s brand versus brand — no performance data to hide behind. Founders with flavour, energy and earned media chops will shine here.

Unofficial tip: Bring a sample. Make it fizz. Bonus points if you dunk on plastic.

😬 Most Likely to Stump: Clarins
The Brief: How do you appeal to Gen Z and maintain prestige?
Why it’s tough: That’s the branding equivalent of trying to wear Supreme and Chanel at the same time. Everyone will try. Few will land it.

Unofficial tip: Don’t chase Gen Z values — reinterpret luxury through their lens.

🎭 Wildcard Entry: Jack Daniel’s
The Brief: How do we creatively engage LDA consumers in an age of mindful moderation?
Why it could steal the show: It’s a behaviour shift brief. If someone nails it with cultural nuance + creative distribution, they’ll win more than just a pilot.

Unofficial tip: Bring energy, not just ethics. And leave the lecture at home.

We’ll be on-site covering the madness — with Hot Takes, Shorts, speaker scoops and real-time floor buzz.

🔜 Next dispatch: Your Day 1 Watchlist — straight to your inbox the night before the festival opens.

See you in Shoreditch 🎉
— The Unofficially MadFest Team