A home is so much more than the property you buy; it’s the life that you and your loved ones build together. That’s the message in B&Q’s ‘Build a Life’ campaign, which taps into people’s emotional ties to the spaces that have kept them safe and together during lockdown.

People are calling out for brands to drive change and act as partners in tackling the world's problems. In the middle of the COVID-19 pandemic, this means they want to see companies do their part in tackling the virus and supporting consumers through their advertising campaigns.

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.

COVID-19 could potentially reshape people’s shopping habits based on the way that businesses respond to the crisis. Canvas8 spoke to semiotics expert Soma Ghosh to learn how brands are honing their communications to reassure and empower audiences – and win their loyalty in the process.