From All of Us at Example
🎄Merry Christmas and Happy New Year! 🎉

What a year it’s been. From cultural moments that had us laughing, crying, and debating (AI Jesus, anyone?) to bold campaigns we loved bringing to life, we’ve enjoyed sharing this monumental ride with you through Etcetera.

To our incredible clients, partners, media and 22,000+ readers—thank you for being part of our world. Whether you’ve been with us for years or just tuned in, your support keeps us inspired to do what we do best.

As the holidays approach, we’re signing off with something special—our Best of Culture moments, standout reads, and the ultimate 2024 Culture Diet Wrapped to enjoy over the break.

Rest up, reflect and enjoy. 2025 promises to be bigger, bolder, and beautifully messy—and we can’t wait to create, share and explore it all with you.

All our love
The Example Team

AUSTRALIA’S BIGGEST BRAND AND POP CULTURE MOMENTS IN 2024

By Asha Overstone | Talent & Influencer Manager at Example

2024 Paris Olympics
The 2024 Paris Olympics redefined global events, flawlessly blending sport, entertainment, and digital engagement. Athletes became instant cultural icons—think viral sensations like Raygun and Men’s Gymnastics “Clark Kent,” Stephen Nedoroscik—while social media turned moments like the Olympic Village chocolate muffin into internet gold. Celebrity-driven ceremonies (cheers, Snoop Dogg) and a digital-first strategy captivated audiences worldwide, as brands tapped into the Games’ cultural influence. Paris 2024 proved the Olympics is no longer just about sport—it's a global entertainment showcase.

Taylor Swift & Travis Kelce
Taylor Swift and Travis Kelce’s love story dominated headlines and timelines, merging pop stardom and sports fame into an irresistible cultural moment. From Travis’ Eras Tour cameo to Taylor jetting between gigs to cheer at NFL games (did she help the Chiefs win the Super Bowl?), their relationship sparked memes, endless speculation, and non-stop media frenzy. Whether you’re rooting for them or not, they’re proof that pop culture crossovers now have universal reach—and fans just can’t look away.

Ozempic
Ozempic became 2024’s most talked-about trend, sparking debates on body image, health, and ethics. Celebrity weight-loss transformations (looking at you, Kim Kardashian) fuelled its viral rise, while concerns over safety and accessibility for diabetes patients lingered. The conversation reshaped wellness narratives, with brands rushing to tie products to the Ozempic craze—a trend sure to carry over into 2025.

→ What else we've been consuming

• AI Jesus? A Swiss Catholic church installed an AI Jesus in a confessional to interact with visitors.

• How queuing for stuff became just as important as buying it.

• Can the legal system protect the vibe of a creator? And what if that vibe is basic?

• “I don’t mean to be mean but…”. - sent in invisible ink.

→ Quick hits of insight

• Think Forward states that 59% of marketers took risks in the last year such as partnering with an unusual or divisive creator or making content that was anticipated to provoke backlash, with 98% of these reporting a successful or neutral outcome.

• Amid increasing cost-of-living pressures, shoppers are more budget-conscious than ever. They’re now prioritising value identification—clarity on why a product is worth its price—over simple price reductions.

• Tinder predicts that daters will "embrace the magic of the unplanned" in 2025, moving away from strict "rules".

• Medieval is having a major moment. In 2025, Pinterest predicts Gen Z and Millennials will take home décor inspiration from ancient castles, while fashion and accessories will be gothic-inspired.

Experts Hit Back Against Australia’s Social Media Ban

The government’s plan to ban Australians under 16 from using platforms like TikTok, Instagram, and Snapchat has ignited fierce debate. Over 140 experts and the Australian Human Rights Commission have slammed the move, calling it an infringement on young people’s rights that fails to tackle real online risks. Despite a 24-hour consultation period, the bill drew over 15,000 submissions—most in opposition.

Government threat to ban sweet RTDs 

Liquor & Gaming NSW has proposed new guidelines to ban premixed drinks deemed “undesirable”—including those that are too sweet, fruity, or dessert-inspired. Flavoured vodkas, alcoholic ginger beers, and bourbon with cola could disappear from shelves in a bid to reduce appeal to minors. Critics argue the move unfairly targets popular drinks enjoyed by legal-age consumers and raises questions about subjective taste rules.

→ And Etcetera…

• KFC has Christmas all wrapped up with their lickable paper

• The weirdest PS5 accessory ever is made by Pizza Hut and it’s free

• Lidl launch giant gravy yacht but not everyone will be able to get one

• Duolingo’s Holiday Album Warns The Owl Is ALWAYS Watching Slackers Even On Xmas

Stanley launches a collab with the GOAT: Messi

We’ve been excited to support the global collaboration between Stanley 1913 and legendary football superstar Lionel Messi. To mark the Australian launch of the co-branded Messi x Stanley 1913 collection, the iconic duo offered Sydneysiders an exclusive opportunity to step into a Messi inspired rooftop pop-up and soccer field at the Ultimo Community Centre. 

Hosted by 4x Guinness World Record holder Jed Hockin, soccer fans and Messi enthusiasts alike had the chance to participate in interactive soccer games, take on Jed’s soccer world records, and score exclusive merch and prizes. Over 1,300 people RSVP’d across the weekend, with seven pieces of national coverage and an OTS of +12.2 million.

We round up the best Culture Diets of the year to bring you everything you must eat/do/read/listen to over the holidays. You’re welcome.

→ A Ritual That Resonates

• Before I get ‘woken up’ I read After School by Casey Lewis just so I can feel like a ‘cool’ 22 year old girlie again. (Nic Jauncey)

• The Monocle’s ‘The Menu’, a podcast diving into stories from creative culinary minds around the globe who are doing something special. (Ben Creek)

• I feed my curiosity daily with podcasts like You’re Wrong About, which continually challenge my perspectives. (Rebecca Jarvie-Gibbs)

• I attend a Conscious Community (Beach, Breath & Ice) session once a week; the early morning ice bath shifts your body from ‘fight or flight’ to ‘rest and digest’ - this session helps set the tone for a peaceful and purposeful week. (Asha Overstone)

• "The Matter With Things" by Iain McGilchrist which delves into the illusions created by our minds and challenges us to reevaluate our understanding of reality. (Andy El-Bayeh)

→ Undiscovered Gems

• Tooth & Claw podcast, a podcast about “Human and animal conflicts” which is at the same time informative, hilarious, heartwarming and incredibly easy listening. (Chris Loukakis)

• Process the Podcast - it’s so insightful listening to other creatives and business owners talking openly about their experiences which has given me the tools to take on board to use with By Them. (Nadine Pike)

• modernlove., who I flew to London and Dublin to see on their first headline tour in 2022, is a band I think will be huge in the next few years. (Amy Chilcott)

• Osborn House, nestled in the Southern Highlands is a luxury hotel, pool, and day spa perfect for a winter retreat, offering an outdoor fire feast that neatly matches to a dram of Talisker. (Sarah Rhodes)

• Daylight by Elizabeth Day - a thoughtful exploration of personal growth, failure, and resilience, delivered with Elizabeth’s signature warmth and relatability. (Ellie Lee)

→ Culture That Moves

• IKIGAI - a book about Japanese principles of passion, purpose, being useful, and finding a way to make that all at least mildly lucrative. (Simon Gawn)

• All Fours by Miranda July - harrowing at times, it brilliantly challenges society's beliefs about how women should live. (Jessica Fitzgerald)

• I can’t stop thinking about Billy Connelly’s autobiography ‘Windswept and Interesting’. It was funny, raw, heartbreakingly sad and thoroughly interesting. (Stephanie Loxley)

• I’ve listened to his podcast, but I finally read the book, “Diary of a CEO” by Stephen Bartlett - it’s so digestible and really packaged up in ways that are so easily applicable to everyday personal or professional life. (Sara Lloyd)

When you’re ready, we’re here to help!

At Example, we provide strategy, creative, PR, and content services for Australia’s top destinations, brands and experiences that shape culture.