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Tue
01
Oct 2024
We bring you a round-up of the biggest and best Creative, Digital, and OOH marketing and advertising campaigns each month in 2024.
In a month that lasts 30 days and begins by marking the start of autumn, we set out to collate 8 of the most impactful Creative, Digital, and OOH advertising campaigns released in September 2024.
From 2 scroll-stopping squids and Smarty’s stretchable special-builds across the capital, to Big Issue’s call on ‘Giving Poverty the Finger’ and celebrating post-birth fulfilment with Burger King – view our list of best campaigns this month below.
July - Campaigns #50 - 57
August - Campaigns #58 - 65
September - Campaigns #66 - 73
Take a look at our calendar of free virtual strategy workshops, designed to tackle the key challenges facing in-house marketing leaders
Brand: Yutaka
Category: FMCG Grocery
Agency: Bottle
Medium: PR
Leading Japanese ingredients brand Yutaka partners with Bottle to earn brand fame with blanket PR coverage in broadcast TV and online media - including BBC, ITV, Sky, and The Times.
Yutaka removes the mystique of sushi-making at home, with a playful gallery of sushi-sculpture portraits of celebrities like ‘Ed-amame Sheeran’ and ‘Benedict Cucumber-batch’, and fronted by Celebrity Masterchef winner, Kadeena Cox.
Brand: Visit Britain + TripAdvisor
Category: Travel & Tourism
Agency: Pepper
Medium: Influencer, Social, Organic, Paid, Production, OOH, Digital
Visit Britain collaborates with award-winning agency Pepper to reintroduce Great Britain to French and German audiences through the authentic storytelling lens of German influencer Michael Kagerer.
Following his ‘off the beaten path’ journey across Britain, featuring TripAdvisor Traveler’s Choice Award activities like Axe Throwing in Cardiff, exploring the Glencoe National Nature reserve, and sipping a traditional British Tea on top of London's iconic O2 Arena.
This campaign broadened expectations of what an influencer-led partnership can do or be, delivering quality co-produced content, optimised across organic, paid, CRM, digital, social, and OOH.
On the campaign, Daniel Collins, Chief Operating Officer of Pepper says:
“Our vision was to inspire our target destinations with genuine experiences, turning the familiar into the extraordinary.
By strategically partnering with Michael Kagerer and leveraging his captivating storytelling abilities, we aimed to redefine influencer-led travel marketing.
With a considered blend of digital, social, and OOH content, we wanted to create a campaign that featured unforgettable experiences and sparked a sense of wanderlust in every viewer.
Our campaign not only held creativity at its core, but was also incredibly measurable, proving economic uplift across each featured destination.”
View: The Best Marketing Campaigns of 2024 - April to June
Brand: GoFibre
Category: Telecommunications / Broadband
Agency: Guy & Co
Medium: OOH, Digital, DM
In the hyperbole and jargon-filled world of wi-fi, how do you show people the real, everyday benefits of switching to full fibre broadband?
Staying true to GoFibre’s ‘everyman’ values, Guy & Co took an ‘explain-tainment’ approach for their summer campaign – making fun comparisons that help bring to life the USPs of capability, customer service and community.
Compared to other broadband providers, @gofibrebroadband is simply…
Same same but very, very different.
Brand: Highland Spring
Category: FMCG
Agency: Juice
Medium: OOH, Digital
The OOH campaign is a natural evolution of Highland Spring’s existing platform ‘Water as nature intended’, designed by creative specialists Juice, and posted across the streets of London in a variety of OOH placements, taxi’s and buses.
Set against the beautiful Ochil Hills where their pure tasting natural water is born from, it dramatizes the refreshing feeling you get from drinking Highland Spring.
It gives you a little lift – every sip leaves you feeling refreshed mentally and physically.
On the campaign, Emily Wright, Strategy Partner at Juice says:
‘’It was great to be taking Highland Spring to the streets of London once again, giving people a taste of the Ochil Hills and putting a Spring in their step.’’
Read: Upping the Investment – How to Get Buy-in for Marketing Agency Support from your C-suite
Brand: Arla Foods - Cravendale
Category: FMCG
Agency: Zeal Creative
Medium: OOH
Cravendale’s latest out-of-home incorporates augmented reality (AR) to highlight that their milk stays fresh for seven days once opened.
Created by brand activation agency Zeal Creative, the campaign is the result of a collaboration with AR specialists Aircards. It will continue to run throughout the rest of this year and into 2025.
Accessible via a QR code on the out-of-home adverts and social media content, the campaign shows people a virtual spectacle featuring a 3D Arla Cravendale branded glass descending from the heavens.
Brand: HostileDesign.org
Category: Awareness Charity
Agency: TBWA\MCR
Medium: Print
TBWA\MCR has collaborated with HostileDesign.org to show the brutality of hostile architecture in urban environments on homeless people.
Placed in doorways and paved areas, existing spikes – which are placed on raised platforms or other key areas to deter rough sleepers – pierce through images of sleeping people to graphically highlight the impact of this form of architecture on the lives of homeless people.
“Life is hard enough for people forced to live on the streets. We were shocked to discover this type of design exists and in some cases is commissioned by our own councils,” says TBWA/MCR Executive Creative Director Gary Fawcett.
View our latest pitch win managed by The GO! Network: talkSPORT BET x Democracy PR
Brand: Babybel
Category: FMCG
Agency: BETC
Medium: OOH
Babybel peels open giant billboards as it spreads its ‘Let the Goodness Begin’ message ahead of the Olympics.
The two exclusive experiential billboards which play on the classic phrase ‘Let the Games Begin’, were produced by creative agency BETC and have appeared in Manchester and London.
To add to the intrigue, both the Manchester and London sites had an actor against the billboard to peel the Babybel. Further touchpoints include national digital malls and static roadside in a media strategy developed by Spark Foundry.
Brand: McVitie’s
Category: FMCG
Agency: TBWA\London
Medium: OOH
Snack company McVitie’s has the final word on the Jaffa Cake vs Biscuits debate with its latest campaign from TBWA/London – ‘It’s a cake, you biscuit’.
After decades of disputes over whether the spongy, chocolatey, orangey treat is a cake or biscuit, the brand owner has finally weighed in with a punchy OOH and social campaign that aims to settle the debate once and for all.
A key piece of the OOH strategy features a two-part billboard which encourages people to stand on one side or the other, depending on what side of the argument they agree with.
Brand: Suzuki
Category: Automotive
Agency: TMW Unlimited
Medium: TV, Digital, OOH, Social and Radio
Automotive manufacturer Suzuki positions new Swift car as ‘the best kept secret on the road’ with a fully integrated campaign from TMW Unlimited.
Building on the brand’s existing ‘Good Different’ platform, the campaign sets itself apart from other car adverts, tapping into the concept that only a small number of drivers own a Suzuki Swift – and those who do would rather keep it that way.
Running across TV, digital, OOH, social and radio, the work highlights the lengths Swift owners will go to keep the model’s brilliance under wraps.
View our workshop playback: Optimising Search Synergy – Integrating Paid and Organic Strategies
Brand: Currys
Category: Retail
Agency: AMV BBDO
Medium: TV, VOD, OOH and Social
Tech retailer Currys showcases its expertise in supporting stressed customers with ‘Laptop Rage’ in new ad campaign, in line with its wider ‘Beyond Techspectations’ brand platform.
Devised by London-based agency AMV BBDO, the new series of three 30-second clips vaunts the ‘Laptop Range’ appeasement skills of the retailer’s staff as they deal with various disgruntled customers.
The humorous films will be pushed out nationwide via TV, video-on-demand, out-of-home and social media, spotlighting Currys’ latest laptop range and finance schemes.
View: 8 of the Most Impactful Ad Campaigns of August 2023
Brand: Keep Britain Tidy
Category: Environmental Charity
Agency: VCCP
Medium: OOH
Keep Britian Tidy shocks public with interactive OOH that helps smokers responsibly dispose of their cigarette butts.
Created in partnership with London agency VCCP, the so-called ‘Butt Boxes’ were developed following research by the charity, indicating the number one reason smokers give for dropping cigarette butts is that they are unable to find a bin.
On the campaign, Keep Britain Tidy CEO, Alison Ogden-Newton OBE says:
“We know that smokers need a solution for those times when they have finished a cigarette but there is no bin nearby. A portable ashtray is the perfect solution, and we want to see it become the norm for everyone who smokes to carry one.”
Brand: Unilever - Radox
Category: Personal Care
Agency: Adam&EveDDB
Medium: TV, OOH
Personal care brand Radox returns to TV with its latest multi-million-pound omnichannel campaign – ‘Feel Radox Ready’.
Developed by Adam&EveDDB, the creative will be anchored by a 30-second clip that celebrates the Great British love affair with a nice refreshing shower, whilst showcasing its ‘mood-boosting’ fragrance range.
The campaign will run across TV, out-of-home, radio, in-store activations, and social media, with further influencer activity set to support the lead creative.
Category: Clothing
Agency: Impero Agency
Medium: TV
Asda’s clothing brand George ignites back-to-school season with latest spot, putting sturdy clothes at the centre of a new rocket themed creative.
Created by Impero Agency, the spot highlights a range of school uniform items which have been specifically built to last, from scuff resistant shoes to stain-release polo shirts, ensuring mother’s have one less thing to worry about.
Brand: Palmer’s
Category: Personal Care
Agency: JAA Media
Medium: OOH (Mural)
Palmer’s Cocoa Butter lays it on ‘thicc’ with 9-metre tall, 3D-looking murals of it's most popular body lotion, devised by JAA Media agency.
The out-of-home murals located in Brixton, London, and Manchester, illustrate the moisturiser being squeezed out from the bottle with the slogan ‘It’s Thicc’.
Specially created by artists from Global Street Art, the works took over four days to create and will remain until the end of the month.
In addition to the murals, the creative can also be seen across key locations around the TfL (Transport for London) bus network.
View our workshop playback: Leadership Panel – Mastering The Art of a Rebrand
Brand: Bet365
Category: Betting
Agency: Drummond Central
Medium: TV, VOD
Online sports betting firm Bet365 celebrates the start of the new Premier League season with epic ‘Breaking News’ ad showcasing all the weird and wonderful events to bet on.
Developed by Newcastle-based agency Drummond Central, the 60-second spot sees a series of extraordinary events take place across a packed day of sport, presented from a disbelieving newsroom.
“Part of the brief for this year’s campaign was simple: make it a blockbuster, and that’s what we did,” Drummond Central Creative Director, Kevin Lynn said.
Directed by Academy’s Jack Driscoll, the film will run via TV, video-on-demand, out-of-home, audio, print and digital media across the UK, US, Mexico, Australia and continental Europe.
Media planning and buying was handled by Republic of Media.
Brand: Tottenham Hotspur FC + Nike
Category: Sports Apparel
Agency: Run Deep
Medium: Social, VOD, TV
Tottenham Hotspur FC unveils its Third Kit for the fledgling 2024-25 season, with a new brand campaign by London agency Run Deep.
Centred around a 60-second film to promote Nike’s latest design, the star-studded spot features cameo appearances from Bethany England, Drew Spence, Amanda Nilden and Destiny Udogie.
The new, all-green kit will look to reflect the club’s North London heritage with a strong nod to the iconic ‘Seven Sisters’ trees that have stood at the heart of Tottenham for several hundred years, giving their name to a community and railway station.
Brand: Warwickshire County Council
Category: Local Government
Agency: One Black Bear
Medium: Digital, Social Media
With bus journeys taken by 14–25-year-olds on a steady decline in Warwickshire, WCC collaborated with independent creative agency One Black Bear to help turn this around.
With media focused on Snapchat, Instagram and in-game advertising, the agency’s priority was to create a campaign packed with character and colour that stands out in social media feeds, and fits in well with the wild and slightly wacky worlds of Duolingo and Candy Crush.
On the campaign One Black Bear comments:
“We were so excited to bring this campaign to life. Our research told us that the squids were scroll-stopping characters, and it was great to work with a brave client who was as excited as we were to do something different.”
View our workshop playback: First-Time TV Advertising – Success Stories and Proven Strategies for Brands
Brand: Biffa
Category: Waste Management
Agency: Bandstand
Medium: Digital Film, Banners
Earlier this year, independent creative agency bandstand was tasked to ensure C-suite and key B2B decision makers understand what Biffa does beyond taking your bins away and big red trucks.
After seeing positive success with their ‘What iff’ campaign, the agency created another film within the series to celebrate the positive impact Biffa has on their local communities across the country.
Whether it's visiting schools, providing meals and classes for life skills at Community Hubs, or providing job opportunities for ex-military or apprenticeships.
View: 8 of the Most Impactful Ad Campaigns of September 2023
Brand: Smarty (owned by Three UK)
Category: Telecommunications
Agency: The Gate Agency + Zenith Media
Medium: OOH
Smarty, the SIM-only mobile network owned by Three UK, has launched a new special build campaign, extending its successful Less Malarkey, More Smarty initiative.
Kicking off with an OOH takeover at Waterloo Station, the nationwide campaign showcases Smarty’s flexibility through an array of striking 3D and 2D builds, with a series of stretchable posters and OOH installations.
Developed by MSQ’s The Gate agency and Zenith Media, the campaign also taps into eye-catching bespoke formats across print and other OOH mediums.
Brand: Jamie Oliver Group
Category: Food
Agency: Media Bounty
Medium: Digital, Social Media
The Jamie Oliver Group pushes new frozen meal range with fresh ad campaign, developed in partnership with creative agency Media Bounty.
London-based Media Bounty has overseen the campaign’s creative, media strategy, planning and media buying, prioritising a vibrant colour palette and ‘classically Jamie’ tone of voice.
“We always love working with other B Corps… especially a brand as iconic as Jamie Oliver Group,” said Media Bounty managing partner, Charlie Bennett.
“They have social purpose at their heart – with decades of experience making things people love. The new range will be no different, and we can’t wait to see the work in the wild.”
Brand: Big Issue
Category: Street Newspaper
Agency: Fearless Union
Medium: OOH, DOOH
A graphic Big Issue campaign ‘gives poverty the finger’ as it urges people to sign up to the social enterprise’s membership scheme and provide monthly support.
Created by Fearless Union, the campaign uses sign-up button iconography including the hand pointer cursor which turns into a middle finger.
It kicks off with significant outdoor advertising, beginning with advertising firm Elonex’s ‘The Manchester Screen’ at Victoria Warehouse. The firm will also showcase the campaign across its 3,000 UK digital screens.
Brand: Habitat (part of Sainsbury’s group)
Category: Household Retailer
Agency: New Commercial Arts
Medium: OOH
Habitat rings in autumn with cosy OOH campaign designed by creative partners New Commercial Arts.
Shot by award-winning photographer Jake Curtis and set in autumnal colours, the campaign narrates the role of different products, for example ‘The [makes me smile every time] vase’.
Running across out-of-home, social, and digital channels as well as press advertorials throughout the country. Special build 3D replicas of some hero homeware and furniture pieces will also appear across various major cities in the UK.
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Brand: Burger King
Category: Fast Food Restaurant Chain
Agency: BBH London
Medium: OOH
Burger King celebrates post-birth fulfilment in new campaign entitled ‘bundles of joy’, showing real mothers who have just given birth enjoying one of their delicious burgers.
In collaboration with creative agency BBH London the campaign launched with out-of-home and print assets, accompanying a social film.
Each of the OOH images shows a new mother tucking into a burger whilst holding their baby, alongside an arrival time and the classic Burger King logo.
The social film launches alongside a bespoke London-based ‘The Grill’ hotline which provides a Burger King Whooper to mums who have just given birth.
Brand: Virgin Atlantic
Category: Airline
Agency: Lucky Generals + Tin Man + 4Creative
Medium: TV, Social, VOD
Virgin Atlantic has launched a new integrated campaign with creative communications agencies Lucky Generals and Tin Man, centred on how the airline is able to support deaf customers.
The hero 30-second spot, created by Channel 4’s in-house creative team 4Creative, shows one of the channel’s familiar BSL interpreters joined on-screen by one of Virgin Atlantic’s own BSL-trained crew.
The campaign, which ran during International Week of Deaf People (23-29 September) aired during hit TV shows including Gogglebox and the Great British Bake Off.
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