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We build strategies that transform brands into world-class storytellers.
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Recent posts
Consumers want to move beyond screens and connect more deeply in real life. But leaving the comfort of digital and being fully present with others takes courage. ”Live Your Story” celebrates the ways that music can help us express who we are and connect over shared experiences.
Our new campaign for @coach, featuring @ellefanning, @pinkpantheress, @lilasikuta, @tiny.pretty.j and @shanyichun.1223 – each bringing her own music and style. Another great partnership with our friends at @ape__cc.
Creative Strategy: @mandailoop
Creative Agency: @ape__cc
Director: @vincenthaycock
DOP: @joaodebotelho
Photographer: @elaine_constantine
Photography Movement Director: @paulsadot
Production Company: @somesuchandco
Stylist: Olivier Rizzo
Talent Agency: @housewithapool
Music: ”Girl Like Me” by @pinkpantheress
#CourageToBeReal #CoachNY
21 Sep 2026
Our campaign ”Explore Your Story”, for @coach, has been awarded in the @lia_awards: Silver in Cultural Catalyst and Bronze in Creative Strategy.
This would not have been possible without the amazing partnership throughout the whole process. Congratulations @coach, @forsmanbodenfors and @newland.tv!
Creative Strategy: @mandailoop
Creative Agency: @forsmanbodenfors
Photographer: @elaine_constantine
Director: @marcusibanez
DOP: @packdrawn
Production: @newland.tv
12 Oct 2026
Bronze Lion at Cannes. Five years in the making.
The Explore Your Story campaign for @coach has been awarded at @cannes_lions, in the Creative Strategy category – and we couldn’t be prouder.
This is the result of five years of consistent brand-building in partnership with the team at Coach. It started with defining a clear and resonant brand story, “Courage to Be Real”, and then having the discipline to activate it consistently, across audiences, contexts, and cultural moments.
Re-positioning a legacy brand toward Gen Z doesn’t happen overnight. It requires strategic conviction held over time.
Explore Your Story was brought to life in close partnership with @forsmanbodenfors and @newland.tv, and included a product collaboration with @penguinrandomhouse. We’re proud of what this campaign has achieved.
26 Jun 2026
Day two of the @cannes_lions and we received three more shortlists for ‘Explore Your Story’ for @coach, created together with our friends at @forsmanbodenfors. Our long-term strategy, underway since 2022, has come to life again in this campaign and we are incredibly grateful for 2 x shortlists in Creative Strategy and 1 x in Luxury.
23 Jun 2026
We’re incredibly happy that our work for @coach, made in partnership with creative agency @forsmanbodenfors, is shortlisted in the @cannes_lions. 2 shortlists in the PR category – for the Explore Your Story campaign. It’s wonderful to see yet another creative activation of the long-term strategy for Coach that we have been working on since 2022.
23 Jun 2026
We’re happy to see the brand and design rework for our client @mamonde_official, made together with @fb.happy, resulted in a nomination in Sweden’s biggest creative award, Guldägget.
We led the refresh of Korean beauty brand Mamonde. Developing a new brand platform, which was then brought to life with a new brand and package design developed by Happy F&B. Now the rejuvenated brand has found its audience again and even launched internationally, hitting the shelves here in Sweden at the leading beauty store @lykosverige. The refresh won the hearts of skincare lovers in Korea and globally – and now it’s time to win the Golden Egg as well 🤞
Photo: Rasmus Brandin, F&B Studios
21 Apr 2026
What stories inspire you? This spring, @coach champions stories that change us, move us, and bring us together. Featuring @ellefanning, @shanyichun.1223, @stormreid, @paigebueckers, @tiny.pretty.j and @lilasikuta. Our stories give us courage, and they become more powerful when more voices join in.
Like previous seasons, the amazing @elaine_constantine photographed the campaign key visuals.
@coach is also partnering with @penguinrandomhouse, and other partners across APAC, to release selected books as wearable, and readable, book charms. Now you can wear a story that inspires you.
Creative Strategy: @mandailoop
Creative Agency: @forsmanbodenfors
Photographer: @elaine_constantine
Photography Movement Director: @paulsadot
Production: @industryart
Talent Agency: @housewithapool
Stylist: @olivierizzo / @samanthamcmillen_stylist / @jasonbolden / @thegriceisright / @fullofpetals / @keita_kyungtae
Hair: @justjenda / @mizzjazmeen / @haylesloganhair / @wenzhi1987 / @chunaram_hair / @ohji_xox
Makeup: @erinayanianmonroe / @paulyblanch / @kennethsohmakeup / @bbingxue / @haemin_commune / @mooondddddd
Manicurist: @chiara.ballisai / @emilyroselansley / @concept_j.sol / @mooondddddd
#CoachNY #CourageToBeReal #ExploreYourStory
11 Mar 2026
We’re very exited to see that the @coach spring campaign “Explore Your Story” is generating remarkable momentum in China.
On Coach’s official RedNote (Xiaohongshu) account, the campaign film sparked an immediate wave of organic fan engagement, with fans sharing screenshots of their Coach purchases in the comment section to show support for global ambassador @shanyichun.1223.
But the energy didn’t stop online. Fans took to stores in person, posting photos of their in-store purchases and documenting Shan’s outdoor presence across China, from shop windows to billboards.
Yan Xiaoyu, author of The Experiential Life (one of the books that has been turned into a book charm), captured the spirit of it beautifully, reflecting on Shan’s unwavering dedication to music and her fearless approach to self-expression, and also quoting a lyric from her song Li Bai:
”With only 30,000 days, what’s there to lose by trying?”
”区区三万天，试试又能怎”
The author’s message about living earnestly and daring to try resonates naturally with the spirit of the campaign; celebrating self-expression and having courage to be real.
09 Mar 2026
A book can be very powerful. It can inspire adventures, give comfort or just add a new perspective to life. In a time when Gen Z globally expresses a feeling of loneliness, we see how books build communities and connections. Some stories encourage, others inspire. To us, all stories are worth celebrating.
In the APAC campaign film we see Chinese singer @shanyichun.1223, Korean artist @tiny.pretty.j (@i_dle_official), and Japanese singer-songwriter @lilasikuta imagine new possibilities through the power of storytelling.
Created in collaboration with our friends at @forsmanbodenfors, directed by @marcusibanez and produced by @newland.tv.
Creative Strategy: @mandailoop
Creative Agency: @forsmanbodenfors
Director: @marcusibanez
DOP: @packdrawn
Film Choreographer: @chae_1on
Production: @newland.tv
Stylist: @olivierizzo
Music: @stringandtins
Composer: jeanmarcmusic
#CoachNY #CourageToBeReal
04 Mar 2026
The journey with @coach continues with our 9th global campaign!
Gen Z is a generation of storytellers. They are flocking to book clubs and BookTok, making books the center of culture both on- and offline. In a short-form era, they are bringing long-form storytelling back. The new spring campaign celebrates the transformative power of storytelling, giving Gen Z a way to explore their many selves and connect with others. Because stories give us courage.
We had so much fun working on this campaign, which is also the first one created together with our friends at @forsmanbodenfors. The film was directed by @marcusibanez and produced by @newland.tv, featuring @ellefanning, @stormreid and @paigebueckers, and in partnership with @penguinrandomhouse.
Creative Strategy: @mandailoop
Creative Agency: @forsmanbodenfors
Director: @marcusibanez
DOP: @packdrawn
Film Choreographer: @hollytblakey
Production: @newland.tv
Stylist: @olivierizzo
Music: @stringandtins
Composer: jeanmarcmusic
#CoachNY #CourageToBeReal
25 Feb 2026
融合自成一派 ——这是一次关于融合多元文化、表达真实自我的倡议。在我们近期参与的项目中，@coach 携手亚洲最具代表性的街头品牌 @CLOT 展开特别联名。该系列以 @CLOT 的文化语境重新解读 @coach 的经典设计，当街头潮流美学遇上精湛工艺，在碰撞中致敬不同文化背景，同时延续了 “Courage to Be Real” 所强调的真实与自我。
影片邀请了多位来自中国的说唱音乐人、舞者及潮流创作者共同出镜，包括唱作歌手 @superyamy、舞者杨文韬与张灿，以及潮流创作者碳酸和逵三。由 Adam Liu 执导，并由 @marcelagency 的优秀团队倾力打造。
这一项目也与 Mandai Loop 的创作理念高度契合。作为一家横跨不同文化背景的品牌策略机构，我们始终在多元语境中工作与思考——诞生于新加坡，立足于瑞典，与全球品牌持续对话！
Wear the cultures that shape us – this is a call to merge influences and create an expressive style. Our latest campaign for @coach is a special collaboration with one of Asia’s most influential streetwear brands, @CLOT. The collection reimagines timeless Coach classics through the eyes of @CLOT, honoring different cultural heritages and the Courage to Be Real. Merge your worlds.
The film feature a cast of Chinese rappers, dancers and influencers: @superyamy, @tan__suan, Yang Wentao & Zhang Can, and Kuisan. Directed by Adam Liu and created by the amazing team at @marcelagency.
This campaign really resonates with @mandailoop as an agency, as we dive into different cultures and merge worlds on a daily basis – born in Singapore, based in Sweden and working with global clients!
Creative Strategy: @mandailoop
Advertising Agency: @marcelagency
Director: @ashitaka_adam
Photographer: @kenngan
Choreographer: @xiaoyi__liu
Stylist: @yuanyileee
Production: @quad_productions
Post production: @masscorp_
Music: @prodigiousfrance
Composer: @abrahaam.music
Sound design: @prodigiousfrance
#CourageToBeReal #CoachNY #CoachxCLOT
#CLOT #融合自成一派
12 Jan 2026
Introducing our fall campaign for Kate Spade – Spark Something Beautiful.
”At its heart, this campaign is about how showing up for each other can transform even the simplest moments into something extraordinary.”
– Kaisy Mae O’Reilly, Chief Marketing Officer & SVP, Head of NA Marketing at Kate Spade.
Huge thanks to @katespadeny for a close collaboration, and to @marcelagency for your creative work. The film is directed by @julienvallee, produced by @wanda_productions and features the incredible cast of @icespice, @charlidamelio, @laufey and @reignjudge.
Creative Strategy: @mandailoop
Creative Agency: @marcelagency
Social Agency: @vaynermedia
Director: @julienvallee
Photographer: @arnold_daniel
Choreographer: @markballas
Stylist: @leithclark / @timothyluke_ / @carleesue & @annabelleebentley
Production House: @wanda_productions
Post Production House: @chemistry_film
Music: Amy McKnight – Rise Up Let’s Go
#KateSpadeNY
14 Oct 2025
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