Hasta La Creative!

Ikea has been hosting house parties in London this week to celebrate 30 years in the UK.

Procter & Gamble’s net sales were up 1% year-on-year to $16.7bn (£12.6bn) in the three months to 30 September.

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The network identified the veteran, John Garofalo, as a SEAL who had been awarded 22 commendations, including two Purple Hearts. It wasn’t true.

Bob Weinstein long operated in the shadow of his sibling, but is now scrambling to hold their company together while facing an uncertain future of his own.

-The&Partnership launched a “Say Yes to the City” pan-European campaign for Lexus (video above).

-W+K New York launched NFL and Walking Dead-themed spots for Bud Light.

-Adweek talks with the directors behind Mars’ “Bite Size Horror” ads.

-Industry leaders respond to Justin Tindall‘s comments, highlight “The danger of being bored by diversity.”

-StrawberryFrog’s Scott Goodson asks, “How Have the Tech Giants Ruined Advertising?”

-Publishers are rethinking autoplay ads.

Independent agency 22squared teamed up with Atlanta brewery SweetWater, the nation’s 15th largest craft brewer, for a campaign aimed to help stock Georgia waters with healthy trout.

The effort is aimed around a limited-time packaging initiative. For October and November cans of 420 Extra Pale Ale and IPA, SweetWater’s flagships beers, will feature artwork which can be stacked to create an image of a rainbow trout. Customers are then encouraged to share images of the stacked cans on social media, using the hashtag “#fishforafish.”

For each such post, SweetWater, in partnership with the local DNR, will stock a local stream or river with healthy trout.

A Georgian could presumably spend a day drinking SweetWater while fishing, snap a pic, post using the hashtag, and help stock those very waters for future fishing trips.

22squared was responsible for concepting the packaging initiative, working closely with the brewery, as well as the design, overall campaign and marketing initiative.

“SweetWater is a brand that really lives its values. With the #fishforafish program, they’re combining their passion for our local waters with a packaging innovation that’s super fun,” 22squared executive creative director Al Patton said in a statement. “It’s great to see the stackable fish can photos spreading over social media, especially knowing each one is having a positive impact on the environment.”

“From day one, our passions for beer and fishing, and our abiding love and respect for the outdoors, have inspired the brand and informed the business strategy,” added SweetWater Brewing Co. founder Freddy Bensch. “22squared has done a phenomenal job of understanding our brand and our culture, and that’s evident in these sweet trophy trout cans.”

The “Fish For A Fish” campaign is tied to the brand’s connection to the outdoors and its larger culture of promoting environmental efforts. Another such effort, the brewery’s annual “Save Our Water” campaign, has raised over a million dollars for clean water initiatives.

This year, 22squared launched SweetWater’s first brand campaign, entitled “Where There’s Water, There’s SweetWater.”

Bud Light is expressly trying to generate cultural buzz with its new “Famous Among Friends” campaign, and it sees this Sunday as its next big opportunity to do so. The AB InBev brand, and agency Wieden + Kennedy New York, have created two 60-second commercials tailored to two high-profile events that day–the Patriots-Falcons NFL game…