What a year it’s been in marketing!
As 2024 comes to a close, we’re reflecting on the campaigns that truly made an impact. From bold concepts to creative risks, 2024 brought us moments that captured attention and sparked conversations.
So, without further ado, in no particular order, here are our top 10 marketing campaigns from 2024…
1 – Levi’s featuring Beyoncé
Levi’s featured Beyoncé in its country-themed ad, following the release of Levii’s Jeans, a track on her 2024 country album, Cowboy Carter. Simple yet effective, and sure to sell shed loads of jeans to Bey’s hordes of fans.
2 – Heinz Pasta Sauces
In its latest stroke of marketing genius, Heinz took inspiration from a series of real-life culinary confessions for a new pasta sauce campaign, featuring a range of characters from a bride to a group of nuns. A bit of sauce always gets our vote, and we loved the authenticity delivered through ads based on real stories from genuine brand fans.
3 – St John Ambulance
St John Ambulance created an educational CPR bra to shed light on the alarming fact that a third of Brits were afraid to perform the life-saving procedure on a woman because they were worried about touching her breasts. Impactful and potentially lifesaving, the ad featured a group of well-known women to get the important message across.
4 – Waitrose
A marketing stunt from high-end grocer Waitrose left a London council looking decidedly lop-sided after it fenced off one of its own advertising billboards amid fears that it posed a risk to public safety, not realising the retailer had deliberately set up the ad at a tilted angle. Some unexpected additional PR for Waitrose who took advantage with social media posts, even tagging in Specsavers to highlight the council’s mistake.
5 – Coca-Cola
Coca-Cola announced the launch of a new global OOH campaign, Recycle Me, to inspire people to make recycling part of their daily Coca-Cola experience. The jumbled logo drew attention and also highlighted the power of such a recognisable logo. (We just knew James would get Coca-Cola in here somehow!)
6 – EasyJet
In one of the stand-out OOH executions of the year, easyJet piloted a “talking” billboard featuring a real-life female pilot strapped into a seat, in its latest drive to get more women into the profession. An example of OOH taken to the next level, the ad tackled gender stereotypes and common misconceptions around what it takes to become a pilot.
7 – Jaguar
You can’t have missed car manufacturer Jaguar launching a bold new brand identity, along with a new logo and video, ‘Copy Nothing’. The dramatic shift away from its previous brand identity divided opinions online and in the Awesomesauce office. Regardless of your opinion, it got people talking and must be the most significant re-brand we’ve seen this year.
8 – The Oddballs Foundation
The Oddballs Foundation turned London’s Westminster Bridge into an intelligent installation for Testicular Cancer Awareness Month. The ballsy campaign used humour to grab the attention of passersby, before highlighting the importance of self-checking following the news that diagnosed cases of testicular cancer have more than doubled over the past 30 years.
9 – Heinz and Mattel
Heinz joined forces with Mattel to capitalise on Barbie-mania by launching a pink Barbie-cue sauce, ahead of both a summer of garden parties and the 65th anniversary of the doll. The perfect partnership.
10 – Just Eat
Food delivery service Just Eat launched a new UK-focused brand platform featuring a cast of wacky Wes Anderson-style animal puppet characters. We loved the ingenuity and the brand’s efforts to stand out amidst an onslaught of new food delivery providers.
And that’s a wrap for 2024!
We’re excited to see what 2025 will bring. Follow us on LinkedIn to keep up to date with the latest brand campaigns and marketing news.