We particularly love those that manage to generate organic media exposure
It’s that time of year when we invite you to sit back, relax, admire (and envy) very clever ideas, the readiness of talents to express self-referential humor, and the brands that are willing to go all the way. Here is a list of the ten most creative (and most wild) campaigns of 2024 worldwide, that we absolutely loved putting together.
- Marmite Smugglers
At first glance, this campaign targets around one million British citizens permanently residing in the U.S. But in fact, it’s aimed at all consumers of the unusual black yeast spread, which their marketing slogan has always admitted is either loved or hated. The concept: addicts will do anything to get their fix. The execution: a brilliant homage to documentary shows that nails every nuance. - Airbnb’s Icons
It sounds too good to be true — but it isn’t: you can now book a dream vacation in a house suspended from balloons, just like in the movie Up. And not just there, but in other homes that provide a unique experience under the new category “Icons,” such as sleeping in the Prince’s bed (though we wouldn’t go unequipped without a small UV flashlight). After the brand suffered from hosts listing poorly maintained properties, this campaign reaffirms that dreams can indeed come true. - EasyJet’s Interactive Billboards
A female pilot, Sarah Ackerley, was strapped to a plane seat on a billboard, as part of a campaign to recruit female pilots, evoking progressive values of gender equality. Some, however, speculate that cost-cutting easyJet might just be seeking to lower pilot wages. Regardless, as a creative billboard campaign, it certainly grabs one’s attention. - James Blunt Promises
to Change His Name The British pop-singer, often criticized for his corny ballads, showed remarkable self-awareness (or dare we say bluntness), stating, “I’ve been called the most hated man in pop.” Leaning into his annoying British persona with natural comedic flair, the ad campaign on YouTube for the re-release of his debut album’s 20th anniversary had him promise to change his name to anything fans would choose — if the album would reach number one in the UK charts, that is. It peaked at number seven. - St John Ambulance’s CPR Bra for Women
The Commonwealth charity organization, known for its first aid education, highlighted a concerning issue: a third of people hesitate to perform CPR on women due to fear of touching their boobs. Furthermore, 95% of CPR mannequins used in training lack anatomical accuracy, despite being modeled on the body of a young woman and referred to as “Annie.” To combat this worrying phenomenon, the organization launched a sports bra that reads “It’s okay to save my life,” written across it, and partnered up with famous athletes and influencers on TikTok. The campaign’s secondary goal: challenging the objectification of women’s bodies. If so many men (and women!) are hesitant in life-saving situations because they perceive the female body as a sexual object — we’re in big trouble. - Real Amazon Customer Reviews, Performed by a Real Serious Actor
Take a serious actor like Adam Driver, pay him a lot of money, and have him read out the strangest five-star customer reviews of obscure products. The result, available on Amazon's YouTube channel, is bizarre and captivating. Watch closely for the budding star: Elijah Caldwell, the pianist in the background. - Oslo: Is It Even a City?
Norway’s tourism board delivers a masterclass in reverse psychology marketing (imagine an Israeli campaign based on the meme “Petah Tikva Doesn't Exist.”) This campaign cheekily questions the existence of Oslo as a ‘real city’ while brilliantly promoting it as a travel destination. - O2: Daisy, the Scammer-Blocking Granny Bot
Maybe this campaign from British telecom giant O2 is simply a call-to-action urging the public to report scam calls. But maybe it genuinely involves an AI bot designed to waste scammers’ time endlessly with scripted dialogues. Either way, it’s a creative campaign that grabbed the attention of news headlines worldwide. - British Airways: No Logo
When you're a confident and strong brand, you can afford the boldest move of them all — an ad campaign that barely shows your logo at all. On TV, web, and billboards, British Airways ran a campaign in which the company’s name was almost entirely absent, with just a “Wherever We Go” slogan and a close-up of a plane showing only the letters BRIT. The company is confident that anyone seeing the ad knows what the airline is. And that’s precisely the message: we’re among the most popular airlines in the world and that’s why you’re so familiar with us, we don’t even need to spell it out. - The Australian Lamb Council Presents: BBQ Can Bridge the Generational Gap
An impressive mix of talent, resources, and creative madness went into what is essentially a “public service announcement” for a farmers’ council. The goal: promoting Lamb BBQ as a bridge between generations. Have a look yourself and spot the subtle social commentary and clever cultural references. (However, while the campaign is brilliant, we can’t resist being the party-poopers and shedding light on a bigger problem — the overconsumption of meat in the West, which is not only nutritionally contested but is also a major cause of pollution and global warming as well as morally wrong.)