As the Buccaneers delivered a convincing victory over the Chiefs, brands picked up the fight in the world’s most expensive advertising break and one loser was clear: our climate – and our health. This was an unusual Super Bowl with fewer examples of goodvertising than in the last couple of years as most brands chose slapstick and old-school “foot-in-the-door” product focus rather than aiming to play a bigger role in our lives. Notably, some brands stayed away altogether like Hyundai and Coke doubting the return of investment. Budweiser skipped their famous Clydesdale horses …

This new initiative follows different social houses that have been sprouting up across the globe such as The Hype House, which are meant to act as the seeding ground and launch pad to where most of TikTok creators like Charli D'Amelio and the likes started or lived in. 

Essentially, and unlike its counterparts in the west, Beitna will not be an overnight house, rather, a space where creatives and talents are incubated to co-create content.

Beitna is indeed designed to be a hub dedicated to nurturing, enabling and empowering creators to develop original content where the necessary equipment, funds, space …