Hope & Glory’s Global Creativity Highlights: from battery flavoured crisps to gamified brewing

Hope & Glory presents an unusual mix of campaigns, blending creativity with originality from around the globe in the latest edition of Magpie.

From quirky snacks to immersive cinematic experiences, the latest set of campaigns from Hope & Glory feature outsider artists and daring creative concepts. Below are a few standout campaigns from their 2025 lineup, continuing their celebration of the art of curated weirdness.

Questionable taste

Dutch brand Rewind has launched the first battery-flavoured crisps, turning childhood curiosity into a safe snack.

Created by Mattias Larsson using citric acid, sodium bicarbonate and mineral salts, the crisps deliver a fizzy, mildly electric tang–reminiscent of putting your tongue on a battery as a kid.

Available in stores and online in the Netherlands, they’re safer than any packet of Duracell.

Treading a fine line

For the premiere of Stephen King’s The Long Walk, Lionsgate turned cinema into a survival test.

Viewers swapped seats for treadmills, walking at over 3mph for the full 108 minutes while drill sergeant actors barked orders: stop and you were out.

More than five miles later, audiences felt the same relentless ordeal as the film’s characters.

Hopping on trend

2K Games and New Belgium Brewing marked the launch of Borderlands 4 with a limited-edition 7% Voodoo Ranger IPA.

The packs, featuring the game’s artwork and mascot, come with chances to win a digital copy of the title plus codes for in-game golden keys.

Equal parts hype and refreshment, the beer was designed as a sensory hit ahead of the game’s release.