07 Aug
We bring you a round-up of the biggest and best Creative, Digital, and OOH marketing and advertising campaigns each month in 2023.
In a month that marks the midway point of the year and a favored time to take off on holiday with warm and sultry weather across the world – besides the UK, we set out to collate 8 of the most impactful Creative, Digital, and OOH advertising campaigns released in July 2023.
From Maybelline’s viral ‘lashed’ tube carriage to a star-studded, pink-infused movie promo tour and Manchester’s largest ever mural by Be, to a swift getaway courtesy of the most reliable partner in crime, The AA – view our list of best campaigns this month below.
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JANUARY
CAMPAIGN #1 – MCDONALD’S – RAISE YOUR ARCHES
Brand: McDonald’s
Category: Food & Drink
Agency: Leo Burnett
Medium: TV
You don’t expect to see big red “50% off” stickers on the windows at McDonald’s – and you won’t – but nevertheless, the fast-food giant has jumped on the discount-January train with their new ‘Raise your Arches’ campaign from Leo Burnett.
Directed by Edgar Wright, whose credits include Simon Pegg’s Cornetto Trilogy and Baby Driver, the advert perfectly encapsulates the feeling we all have when the McDonald’s cravings kick in.
Set in an office block, the advert is the first for the company not to show any of its products or restaurants.
CAMPAIGN #2 – LA VIE – PAINTING THE UK PINK
Brand: La Vie
Category: Food & Drink
Agency: Buzzman
Medium: OOH
January is not only a month of great discounts but also a time for making resolutions, adopting new habits, and striving for healthier lifestyles. Some people choose to participate in ‘Veganuary‘, which involves replacing meat and dairy with plant-based alternatives.
It’s no surprise, therefore, that plant-based brands up the ante when it comes to their advertising at this time of year. French brand La Vie, for example, took up a large triple-decker billboard in Shoreditch to promote their meat-substitute bacon.
La Vie worked with creative agency Buzzman on the provocative campaign.
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CAMPAIGN #3 – ASAHI – BEYOND EXPECTED
Brand: Asahi
Category: Food & Drink
Agency: Trouble Maker
Medium: TV
Another initiative you might have been taking part in is ‘Dry January,’ and just like La Vie, many companies are striking while the iron’s hot to promote their no/lo-alcohol offerings. One such company is Asahi.
The Japanese beer brand enlisted the talents of Trouble Maker and FAMILIA director Fausto Becatti to create ‘Super Dry,’ a campaign to promote its 0.0% beer. The vibrant ad takes us on a trip through modern day Japan, zooming through different scenes to show Asahi Super Dry being enjoyed in a variety of different settings.
With trends showing alcohol consumption on the downturn, especially amongst the younger generation, Fausto opted to show the 0.0% alternative in a bar and other social situations to highlight the switch from traditional booze.
CAMPAIGN #4 – JORDAN’S CEREALS – TASTY BY NATURE
Brand: Jordan’s Cereals
Category: Food & Drink
Agency: the7stars
Medium: TV
I’m more a fan of toast than cereal in the morning, but I can’t let my bias get in the way of this incredibly important and impartial round up of campaigns. Next on the list is Jordan’s Cereals. Their new campaign ‘Tasty by Nature’ marks the company’s return to Linear TV for the first time since 2013.
The TV and video campaign was created by the7stars, and is running nationwide across Channel 4, Sky, and ITV Digital through to the end of February.
Produced by Lobster Creative and put together in-house, the advert shows a golden, cartoon oat field, with the grains all swirling together to transform into ‘delicious light and crispy golden clusters.’ The return to television comes after a product-wide packaging redesign by Bloom, to help create a rich and cohesive identity across Jordan’s portfolio of products.
CAMPAIGN #5 – BRITISH AIRWAYS – OUT OF OFFICE
Brand: British Airways
Category: Travel & Tourism
Agency: Uncommon
Medium: OOH
Be honest, how many ‘Out of Offices’ have you received in January? Despite coming immediately after Christmas, it seems like a popular time for people to take some time away from their desk and jet off to seek some winter sun.
British Airways Holiday’s new campaign ‘Take Your Holiday Seriously’ plays on the ‘Out of Office’ response, replacing the usual ‘if you need to get hold of me’ blurb with blunter suggestions such as ‘0% chance of work’ and simply ‘No.’ The emails are overlaid across beautiful beach scenes (think more Sicily than Skegness).
The outdoor campaign has been devised by Uncommon.
CAMPAIGN #6 – GYMBOX – CUT THROUGH THE BULLS**T
Brand: Gymbox
Category: Health & Fitness
Agency: AMV BBDO
Medium: OOH
Struggling to get on the equipment you’re after? Are all the classes booked up that are usually only half-full? It’s the post-Christmas gym season, where everyone has decided they’re on a health-kick that will last for a month or two at best. To capitalise on these new year’s resolutions, unconventional London-based Gymbox have launched a new OOH campaign around the capital.
The campaign was created by AMV BBDO, a regular in these roundups, following a brief to disrupt the category and reinforce its brand position as the “antidote to boring gyms.” It builds on Gymbox’s existing ‘Anything goes’ campaign.
In one execution, the phrase “Sweat is your fat crying” is crossed over with the words “Or maybe you forgot to delete your browser history” scribbled underneath. Thanks for the reminder, Gym Box.
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CAMPAIGN #7 – WOODLAND TRUST – PLANT MORE TREES
Brand: Woodland Trust
Category: Charities
Agency: Creature London
Medium: Brand positioning
I love a good walk in nature. There’s nothing better than leaving the city for a nice Sunday-stroll through some woodlands up in the Peaks. Many of them are looked after by the Woodland Trust, who have recently launched the campaign ‘Plant More Trees.’
The campaign has been launched alongside the organisation’s re-brand and repositioning, all done in partnership with Creature London.
The initial brief was to help the Woodland Trust develop a new brand positioning that allowed them to shift perception from a conservation organisation for the traditional and conservative, to one that represents the wide variety of voices that want to tackle the climate crisis. The new positioning, ‘Fighting for the health of people and planet with every tree,’ is aimed at placing Woodland Trust as a mass brand, speaking to a mass audience about a mass cause.
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CAMPAIGN #8 – TOTALLYMONEY – YOU’LL TOTALLY GET THERE
Brand: TotallyMoney
Category: Financial Services
Agency: St Luke’s
Medium: TV
It’s apt that we finish January’s roundup with TotallyMoney’s campaign ‘You’ll Totally Get There,’ but to where exactly?
Independent creative agency St Luke’s have worked with the credit app to devise a TV and online campaign that demonstrates how, with the right guidance and support, people can climb higher and reach their goals.
The three-month campaign will run across TV, VOD, and YouTube until the end of March, with the media planning and buying conducted by Electric Glue.
FEBRUARY
CAMPAIGN #9 – PADDY POWER: CHELTENHAM 2023
Brand: Paddy Power
Category: Betting
Agency: BBH London
Medium: TV
It’s ‘the best rivalry you’ve never heard of,’ – Ireland verses Great Britain at the Cheltenham Festival. Having recently returned from a short trip to Ireland, I was a little curious as to why the hotel I was staying in was holding a ‘Cheltenham preview night,’ but after seeing Paddy Power’s latest advert and doing a little research – it all makes sense.
After having featured in two previous ads for the brand, actor Colm Meaney returns to settle things ‘once and for all.’ The ad begins with the Irishman coming face-to-face with Paddy Power Football Ambassador Peter Crouch after stepping off a bus full of fellow racegoers. In the English contingent is also, for some reason, Barry from EastEnders.
It’s Paddy Power’s first campaign since BBH was appointed to handle the brand’s integrated advertising business back in January.
CAMPAIGN #10 – BBC – EUROVISION 2023
Brand: BBC / The Eurovision Song Contest
Category: Live Event
Agency: Superunion / Starlight Creative
Medium: Branding
Coming to you live from Liverpool, it’s the 67th Eurovision Song Contest. Ok, it’s not quite live yet, but we’ve only got 74 days (at the time of writing) until the grand finale of television’s most spectacular event.
Unless you’ve been living under a rock, you’ll have heard that the United Kingdom is hosting this years’ contest on behalf of Ukraine. Kalush Orchestra won back in 2022 with their pop-folk hit ‘Stefania,’ with the UK’s Sam Ryder coming in second place singing the equally catchy ‘Spaceman.’
Designed in partnership with UK-based creative company Superunion and Ukranian creative studios Starlight Creative, the look is much more vibrant than previous years, with the flags of both countries being used as inspiration for the blue, yellow, and hot pink colour pallet.
The studios chose a sans serif typeface called Penny Lane for the ‘United by Music’ slogan, inspired by 20th-century cast iron signs displaying Liverpool street names.
CAMPAIGN #11 – FIRST DIRECT: SKINT STINKS
Brand: First Direct Bank
Category: Financial Services
Agency: Wunderman Thompson UK
Medium: TV
Are you a fan of a tenuous link? Leeds was in the bidding to host Eurovision 2023 and their largest arena is sponsored by First Direct. That brings us nicely to First Direct’s new campaign ‘Skint Stinks.’
Created by integrated marketing agency, Wunderman Thompson UK, the ad features an anthropomorphic skunk airing the frustrations of young people up and down the country when it comes to finances.
Launching on the 30th of January, the campaign is social-first, with activations across Instagram, TikTok and YouTube. Towards the middle of February, Xbox players will be met with an interactive landing page experience challenging them to complete a first direct branded minigame for Xbox vouchers.
CAMPAIGN #12 – ROYAL FOUNDATION CENTRE FOR EARLY CHILDHOOD: SHAPING US
Brand: Royal Foundation
Category: Charities
Agency: Wonderhood Studios
Medium: TV
At the end of January, Her Royal Highness The Princess of Wales (not that one) launched a major new awareness raising campaign to increase public understanding of the crucial importance of the first five years of a child’s life.
Entitled ‘Shaping Us,’ the long-term campaign from The Royal Foundation Centre for Early Childhood launched with the release of a short film, highlighting how babies and children develop in response to their earliest experiences.
The film, featuring the track “Breathe a Breath of Me” by Lokki, will appear on Piccadilly Lights at Piccadilly Circus and will be screened in cinemas around the UK.
CAMPAIGN #13 – EE HOPE UNITED: GAYVAR
Brand: EE
Category: Telecoms
Agency: Saatchi & Saatchi London
Medium: Online
If someone asked me what ‘GayVAR’ was, I’d probably say it was to help RuPaul decide, in her older age, who wins a lip-sync in Drag Race. Turns out it’s actually a new integrated campaign from EE to highlight and tackle the issue of online homophobia within football.
EE’s Hope United squad will be monitoring social media across three Premier League game weeks, with GayVAR content posted in response to specific moments that have been found to generate spikes in online homophonic abuse (bad goalkeeping, dives and losses etc.)
The short videos will highlight the ridiculous and archaic nature of homophobia, and will be shared across EE’s social media channels with the message that it isn’t just ‘banter.’
Hope United was formed by Saatchi & Saatchi London, with PR run by Pitch Marketing Group and media buying by Essence.
CAMPAIGN #14 – HILTON HOTELS & RESORTS: HAPPY SURPRISE EXTRAS
Brand: Hilton Hotels & Resorts
Category: Travel & Tourism
Agency: TBWA London
Medium: TV
Admit it – we’ve all stayed in some dodgy hotels in our time. I don’t think, however, that I’ve had to pay extra for electricity or a kettle. These are some of the hidden extras a shocked traveller is told she’ll have to pay for in Hilton Hotels & Resorts’ new ad.
Created by TBWA London, the new UK campaign builds off the global brand platform that puts the hotels back into hotel marketing.
The integrated campaign launches Hilton’s new ‘Hilton. For The Stay‘ creative platform in the UK, and will cover TV, Social, Radio, and Digital Audio.
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CAMPAIGN #15 – MCDONALD’S: OWN YOUR MCSPICY FACE
Brand: McDonald’s
Category: Food & Drink
Agency: Leo Burnett
Medium: TV
Last month we highlighted McDonald’s ‘Raise your Arches’ campaign, the first not to feature any of the fast-food chain’s restaurants or products. Their latest campaign includes both, more specifically the McSpicy as it becomes a permanent feature on the McDonald’s menu.
The ad, again from Leo Burnett, calls on the UK to own their ‘McSpicy face,’ centred around the creative insight that everyone has a face they pull when they eat spicy food.
CAMPAIGN #16 – KLEENEX: SAVE THE SLEEVE
Brand: Kleenex
Category: FMCG
Agency: FCB Inferno
Medium: TV
And so we come to the last of our campaign spotlights for February. I’m not crying, you are. If you are crying, a new campaign from Kleenex is urging you to ‘Save the sleeve,’ and use tissues to mop up the tears instead.
The campaign from FCB Inferno encourages people to ‘Grab a Kleenex’ instead, because only a Kleenex will do when someone needs a tissue.
MARCH
CAMPAIGN #17 – PREGNANT THEN SCREWED: A CRY FOR HELP
Brand: Pregnant Then Screwed
Category: Charity
Agency: Saatchi & Saatchi
Medium: Digital OOH, Social Media
To raise awareness of the UK childcare crisis, Pregnant Then Screwed partnered with creative agency Saatchi & Saatchi to launch a nationwide integrated campaign – ‘A Cry For Help’.
Running across digital out-of-home, Spotify and social media, the innovative creative centred around the sound of a baby crying is literally impossible to ignore – much like the childcare crisis that the charity is trying to tackle.
The campaign, released in time for Mother’s Day 2023, also shed light on the stark findings that three in four mothers who pay for childcare say it no longer makes financial sense for them to work.
CAMPAIGN #18 – CADBURY: WORLDWIDE HIDE
Brand: Cadbury
Category: Confectionery
Agency: VCCP London
Medium: TV, Digital OOH
For the third year running, Cadbury and creative agency VCCP London announced the return of the ‘Worldwide Hide’ campaign in the run up to Easter.
The chocolate brand is once again giving participants the option to hide a digital easter egg on a virtual map via Google Street view for their special someone to find – gifting a real chocolate egg once found.
The campaign consists of a 20-second spot, showing a giant purple egg placed in locations around the world with a voiceover reiterating the thoughtful idea behind the ‘Worldwide Hide’. In addition, Cadbury launched bespoke digital billboards across the UK which featured real hiding spots used on their Worldwide Hide platform.
CAMPAIGN #19 – GUINNESS 0.0: MAKE IT A ST PATRICK’S DAY TO REMEMBER
Brand: Guinness
Category: Alcoholic Beverage
Agency: AMV BBDO
Medium: TV, OOH
To kick off this year’s St. Patrick’s Day celebrations, Guinness 0.0 in collaboration with AMV BBDO launched its biggest responsible drinking campaign – ‘Make it a St. Patrick’s Day to Remember’, encouraging consumers to try their alternative non-alcoholic beer.
Along with the 30-second spot featuring a pint of Guinness 0.0 singing along to Bonnie Tyler’s – I Need a Hero, the drinks company rebranded four iconic pub facades across Ireland into ‘Guinness 0.0 Pubs’ including O’ Donoghues (Dublin), O’ Connell’s (Galway), O’ Sullivans (Cork) and Common Market (Belfast) where customers could enjoy a free pint of Guinness 0.0 on March 17th.
CAMPAIGN #20 – NANDO’S: THIS MUST BE THE PLACE
Brand: Nando’s UK
Category: Restaurant Chain
Agency: Zenith
Medium: TV
Nando’s unveiled a new brand platform and national campaign – ‘This Must Be The Place’, featuring cameos from celebrities Bukayo Saka, Grime Gran and Niko B.
The campaign, produced in partnership with its media agency Zenith intends to embody the chains ethos of bringing people together, “not only over delicious flame-grilled Peri-Peri chicken, but over unique shared experiences too”.
The ad has proven popular amongst the Gen-Z audience and is currently running across TV and video-on-demand and cinema.
CAMPAIGN #21 – THE BEN KINSELLA TRUST: KNIFE CRIME
Brand: The Ben Kinsella Trust
Category: Charity
Agency: M&C Saatchi London & Clear Channel UK
Medium: TV, Digital OOH
In collaboration with M&C Saatchi London, The Ben Kinsella Trust unveiled their innovative AI campaign ahead of Mother’s Day, to raise awareness of the devastating impact of knife crime.
The campaign’s digital-out-of-home posters utilise a machine learning system, developed by Clear Channel UK, to display the heart-sinking thoughts that go through a mother’s mind upon the sound of an ambulance siren. #stopknifecrime.
CAMPAIGN #22 – WOMEN’S EQUALITY PARTY: SEE IT. SAY IT. IGNORE IT.
Brand: Women’s Equality Party
Category: Feminist Group
Agency: Quiet Storm
Medium: Print
Feminist group – Women’s Equality Party, plastered the streets of London with posters mocking the Metropolitan Police in wake of the damning evidence published by Casey Review, branding the force as institutionally racist, sexist, and homophobic.
Designed by Quiet Storm, the ‘See it. Say it. Ignore it.’ campaign posters aim to address the cases of rape, sexual assault, and harassment by abusers within the force and demands the government to carry out immediate statutory inquiry into misogyny in the police instead of ignoring this worrying situation.
The design cleverly mimics existing policing promotional material, but this time showcasing police officers laughing as a woman is attacked by another officer in the background.
CAMPAIGN #23 – M&M’S: EASTER TOGETHER
Brand: M&M’s
Category: Confectionary
Agency: The&Partnership
Medium: TV, Radio
M&M’s in collaboration with The&Partnership encouraged the public to ‘Easter Together’ this year with a new seasonal integrated campaign, spearheaded by a hero 15-second spot.
The campaign aims to remind audiences that Easter is always more enjoyable when celebrated together – in line with M&M’s brand purpose to ‘use the power of fun to include everyone’.
Featuring a selection of M&M’s characters engaged in a range of tasks during the festive time, the spot will also be supported by radio activity.
CAMPAIGN #24 – TESCO: EASTER EGG HUNT
Brand: Tesco
Category: Supermarket chain
Agency: BBH
Medium: TV, Social Media
Tesco celebrated Easter this year by giving its iconic logo and egg-themed makeover as part of their unique Easter Egg Hunt campaign.
The temporary logo re-design consists of a cracked egg imprinted on the Tesco ‘O’ across thousands of stores, delivery vans, billboards and more nationwide.
Developed by creative agency BBH, the cracked egg logo has also been hidden in 19 surprise locations around the UK – lucky customers who spot one of these have the chance of winning £1,000 if shared on social media with the #CrackingEaster.
APRIL
CAMPAIGN #25 – THE RAIL DELIVERY GROUP: NOTHING BEATS BEING THERE
Brand: The Rail Delivery Group
Category: Rail Transport
Agency: Accomplice
Medium: TV, OOH
In collaboration with National Rail and the Great British Railways Transition Team, The Rail Delivery Group launched a nationwide integrated campaign, rallying customers to get up and travel this spring.
Developed in partnership with creative agency Accomplice, ‘Nothing Beats Being There’ aims to encourage audiences to catch a train and experience memorable destinations post-covid restrictions. Spearheaded by a 30-second spot, the campaign ran across TV, video-on-demand, out-of-home and mobile gaming.
CAMPAIGN #26 – UBER EATS: IFTAR INCOMING
Brand: Uber Eats
Category: Delivery
Agency: Mother
Medium: OOH
Uber Eats in partnership with agency Mother London, helped recognise customers who are observing the holy month of Ramadan with the launch of their new campaign – Iftar Incoming.
The dynamic creative combined striking visuals of popular Iftar dishes with the exact timing of sunset to mark the end of the day’s fast in accordance with the date and location.
On the campaign, Can Akar, Head of EMEA Marketing at Uber said, “our new Ramadan campaign creative not only celebrates the amazing dishes that are at the heart of Iftar dinners but also reminds our Muslim customers with date and city-specific Iftar times so they can schedule their deliveries for enjoying delicious Iftar meals”.
CAMPAIGN #27 – TESCO: ALIA’S ‘WORTH THE WAIT’ SAMOSAS’
Brand: Tesco
Category: Supermarket Chain
Agency: BBH
Medium: TV, VoD
For the run up to Eid-ul-Fitr celebrations this year, Tesco in collaboration with BBH released the latest continuation of their ‘Food Love Stories’ platform – Alia’s ‘Worth the Wait’ Samosas’.
The 40-second spot intended to reflect the experiences of Muslim families across the UK during this time, tells the story of a mother and son waiting for the declaration of Eid.
Developed in partnership with strategic equity, diversity & inclusion consultancy The Unmistakables, the ad features both English and Urdu dialogue along with prominent South Asian food for a truly authentic campaign.
CAMPAIGN #28 – STEPHEN LAWRENCE DAY FOUNDATION: EXTRAORDINARY ORDINARY
Brand: Stephen Lawrence Day Foundation
Category: Charity
Medium: TV, OOH
In the run-up to Stephen Lawrence Day, an occasion that marks the 30th anniversary of his tragic murder, The Stephen Lawrence Day Foundation partnered with WPP to launch a new £1m pro-bono media campaign – ‘Extraordinary Ordinary’.
The campaign centred around a heartfelt poem, written by BWC and read by Baroness Lawrence (Stephens’s mother) to honour the teenager’s legacy, is supported by a 30-second TV spot that encourages the potential of young black Britons to excel and create a legacy of their own.
The £1m media spend also consisted of a nationwide out-of-home activity, showcasing unique illustrations of Stephen.
CAMPAIGN #29 – BARBIE: FIRST DOLL WITH DOWN’S SYNDROME
Brand: Mattel, Inc – Barbie + National Down Syndrome Society
Category: Toys
Medium: TV
To further increase representation in the Toy Aisle, Barbie in partnership with the National Down Syndrome Society designed its first-ever doll with Down’s Syndrome.
The new toy is part of the Barbie Fashionistas line, which has produced dolls with prosthetic limbs, hearing aids, vitiligo, and other conditions in an effort to be more inclusive for children around the world.
Introduced to the world by disability campaigner and model Ellie Goldstein, who was overwhelmed by the idea, “it meant a lot to me and I’m so honoured and proud that Barbie chose me to show the doll to the world. Diversity is important to me as people need to see more people like me out there in the world and not be hidden away.”
CAMPAIGN #30 – FLUUS: ABOUT FLUSHING TIME
Brand: Fluus
Category: Health and Beauty
Agency: Mother + Alfred London
Medium: OOH
Fluus launched their first-ever marketing campaign – and for women around the world its #AboutFlushingTime.
Produced in collaboration with Mother Design and Alfred London, the campaign celebrates the world’s first fully flushable period pad brand, highlighting their mission to prevent blockages in pipes, microplastics in waterways, and permanent waste caused by period products.
The campaign featured 170 out-of-home ads plastered around central London and hones in on the ‘engineered simplicity’ of the product with a minimalistic design.
CAMPAIGN #31 – GIFFGAFF: ODE TO BAD – WE’RE UP TO GOOD
Brand: Giffgaff
Category: Telecommunications
Agency: Neverland
Medium: TV, OOH
Mobile Network Giffgaff in collaboration with Neverland says ‘Ode To Bad’ brands and highlights they’re ‘up to good’ with a new integrated campaign, fronted by a 60-second hero spot.
The campaign aims to reflect Giffgaff’s new brand positioning and vision of using connectivity for good. The playful creative borne out of widespread consumer demand for businesses ‘to be better’ and ‘lead positive change’ also ran across cinema, video-on-demand, and out-of-home.
CAMPAIGN #32 – ALDI: #CUTHPARTY
Brand: Aldi
Category: Supermarket chain
Agency: McCann Manchester
Medium: Social Media, TV
Aldi takes aim at old rival Marks & Spencer with the sucker-punch Coronation ad.
The campaign created by McCann Manchester features a group of friends gathered at caterpillar-themed coronation party enjoying delicious M&S and Aldi cakes, yet jubilance soon comes to an end when old foes Colin and Cuthbert cross paths and a fight breaks loose
Proved to be another viral hit from Aldi, with #Cuthparty on TikTok earning over 3m views, the 30-second spot aims to showcase the considerable price difference between M&S and Aldi ‘caterpillar’ cakes (£8.50 to £4.99) as the ad ends with the tongue-in-cheek line – ‘Aldi. Like M&S. Only cheaper*
*On cakes that look like caterpillars.’
MAY
CAMPAIGN #33 – TRAILFINDERS: EVERYWHERE
Brand: Trailfinders
Category: Travel Company
Agency: Hotwolf
Medium: TV, VoD
Award-winning travel service Trailfinders partnered with GO! Network members and creative agency Hotwolf as they looked to refresh their TV creative and re-engage audiences with the launch of a new inspiring campaign – Everywhere.
Centred around family and travel – and the memories forged when they come together – the campaign also speaks to the breadth of Trailfinders’ global proposition, inspiring audiences to book their dream holiday, and make new memories of their own.
The ad spot (for TV, VOD, online and cinema) harnesses the power of music to enhance the creative and make something truly memorable, something that stays with you everywhere you go!
CAMPAIGN #34 – THE ESTATE OF US – IRELAND’S FIRST BRUTALLY HONEST ESTATE AGENTS
Brand: The Estate of Us
Category: Not-for-profit
Agency: N/A
Medium: Website, Signage, Social
The Estate of Us, a new campaign delivered by an independent collective of Dublin-based agency creatives, helped call out the cruel system that’s locking young people out of the housing market with ‘brutally honest’ for-sale signs.
The controversial campaign consisted of a brand design, website build and signage creation highlighting the reality of Ireland’s housing crisis with slogans such as, ‘100K over asking’ and ‘you f*****g wish’, posted across Dublin city as well as socials in a bid to encourage people to take action.
CAMPAIGN #35 – IDS: ERP MIGRATION – THE DEVIL IS IN THE DETAIL
Brand: IDS (Intelligent Delivery Solutions)
Category: Software & Technology
Agency: BH&P
Medium: Digital, Social Media, Online
Data quality software challenger, IDS, partnered with GO! Network members BH&P to support their go-to-market strategy with an amplification campaign following a recent re-brand launch.
To raise awareness of the little issues in data quality that creep into migrations, and ramp up costs, the world was introduced to ‘The Devil in the Detail’ in a short animation.
With awareness, engagement, and lead generation campaign phases – including an e-guide on how to get rid of the devil – the campaign delivered unprecedented levels of lead generation and pipeline value for IDS.
“We never got excited about working with agencies. But with BH&P, it was different. You just get involved. You roll your sleeves up. You listen to us. There are people commenting – who aren’t even in the industry – who’ve seen our branding, they’ve seen our website, and they’re all really complementary.” – James Briers, CTO & Co-Founder, IDS
CAMPAIGN #36 – CLEARSCORE: IT’S TIME TO BE CLEAR
Brand: ClearScore
Category: Financial Technology
Agency: Atomic London + Medialab
Medium: TV
Credit reference specialist ClearScore aimed to show how their app can help Brits navigate the cost-of-living crisis with a new integrated brand campaign – ‘It’s Time to be Clear.’
Created by Atomic London with media agency Medialab, the 40-second TV spot is designed to engage audiences in a meaningful way by dramatizing the emotional benefit for consumers who manage their credit score, through the relatable exchange between father and son.
The brand campaign is also accompanied by DRTV, radio, social and digital.
CAMPAIGN #37 – THATCHERS CIDER: PINT-SIZED PERFECTION
Brand: Thatchers Cider
Category: Alcoholic Beverage
Agency: Aardman
Medium: TV
Thatchers Cider enlists Aardman for innovative stop-motion ad to capitalise on the key summer selling period.
The 40-second animation, which took over 480 hours to shoot by the studio responsible of national classics such as Wallace & Gromit and Chicken Run, showcases Thatcher’s intricate production process – detailing how the cider maker produces ‘pint-sized perfection.’
Running through to August, the spot will be supported by an omnichannel campaign pushed out across broadcaster video-on-demand, cinema, social media, and out-of-home.
CAMPAIGN #38 – STROKE ASSOCIATION: WHEN THE WORDS AWAY WENT
Brand: Stroke Association
Category: Charity
Agency: The Kite Factory
Medium: TV
The Stroke Association partnered with independent media agency The Kite Factory for an integrated campaign promoting their upcoming documentary ‘When the Words Away Went’, shown across Channel 4.
Featuring four 30-second and 60-second spots, the ad forms part of the charity’s nationwide aphasia awareness campaign that spans PR, social and digital media.
The 50-minute documentary closely follows the recovery journey of three stroke survivors living with aphasia – a communication disorder that results from damage to portions of the brain, causing speech difficulty or understanding others’ speaking.
CAMPAIGN #39 – PELOTON INC: FOR ANYONE, ANYWHERE
Brand: Peloton Inc
Category: Exercise equipment
Agency: Stink Studios + Mother Design + Uncommon London
Medium: TV, Brand Reposition
Peloton Inc collaborates with long-time partner Stink Studios on a repositioning ad campaign, ‘for anyone, anywhere’, which focuses on the brands revamped and inclusive offering.
The integrated campaign signals the beginning of a dramatic shift in the brand’s strategy and messaging – ‘Peloton. Anyone. Anywhere.’ – driven by agency partners Mother Design and Uncommon Creative Studio.
CAMPAIGN #40 – TOMMY’S: LET’S BRING THEM HOME
Brand: Tommy’s
Category: Charity
Agency: VMLY&R UK
Medium: OOH
Pregnancy and baby loss charity Tommy’s launched a compassionate out-of-home campaign ahead of the Women’s FA Cup final between Chelsea and Manchester United.
Developed by creative agency VMLY&R UK, the bold artwork spotted around Wembley stadium uses the iconic trophy shape and the memorable ‘it’s coming home’ phrase to highlight the significance of being able to bring babies home safely.
On the campaign, Tommy’s marketing and communications manager Becki Sendell said, “‘They’re coming home’. Sadly, not every new parent gets to say these words as currently, one in four pregnancies in the UK end in loss.”
JUNE
CAMPAIGN #41 – DASH WATER: HARRY DOESN’T WANT THE LIMELIGHT BUT WE DO
Brand: DASH Water
Category: Beverages
Agency: Goon Squad Productions
Medium: OOH, Print, TV
Sparkling water brand DASH stole the limelight on Prince Harry’s hotly anticipated phone-hacking trial at the High Court to introduce its zestiest flavour yet.
The brand paraded the streets, handing out their new product to unsuspecting news crews with a poster that read ‘Harry Doesn’t Want The Limelight But We Do’.
The reactive marketing stunt blew up on social media with over 1.8 million views on their TikTok channel as well as live coverage on BBC News and Sky News.
CAMPAIGN #42 – WIMBLEDON: ALWAYS LIKE NEVER BEFORE
Brand: Wimbledon
Category: Sports
Agency: McCann London
Medium: TV, OOH, Digital
Wimbledon serves homage to iconic championship moments ahead of the 2023 tournament with the launch of a new integrated campaign.
Spearheaded by a 60-second spot, ‘Always Like Never Before’ aims to drive public anticipation for this year’s showpiece event through a series of unforgettable moments and incredible rivalries of the past.
Developed by creative agency McCann London, the trailer uses a mixture of archive footage, 2D posters, 3D animation, CGI and photography to immortalise legendary match-ups that have taken place on the grounds of the All England Club, juxtaposing them with rising stars such as Coco Gauff, Nick Kyrgios, and Alfie Hewett.
Running across TV, OOH, Digital and social media, the trailer also features an electrifying soundtrack by hip-hop producer, composer and DJ, Hudson Mohawke.
CAMPAIGN #43 – MAKRO: LIFE EXTENDING STICKERS
Brand: Makro Colombia
Category: Supermarket Chain
Agency: Grey Group – Colombia
Medium: OOH, Print
To carry out their purpose of promoting sustainability and more responsible consumption, worldwide supermarket chain Marko has teamed up Grey Colombia for the launch of ‘Life Extending Stickers’.
This simple initiative seeks to extend the lifespan of fruits and vegetables by providing consumers with recipe suggestions based on the level or colour of ripeness.
The 1 sq. inch sticker also aims to address the global and local issue of food waste – where according to Colombia’s National Planning Department (DNP), approximately 6.1 million tons of food are wasted annually in Colombia, while globally the figure reaches 1.3 billion.
CAMPAIGN #44 – GYMSHARK: CELEBRITY PRANK
Brand: Gymshark
Category: Sports Apparel and Equipment
Medium: Social Media
To create noise around this year’s summer sale, Gymshark pranked their customers by planting celebrity lookalikes in their Regent Street store.
Not only did this rapidly increase footfall with passersby wanting to catch a glimpse, but the sports apparel brand also uploaded the chaotic footage across their social channels creating a huge buzz online.
CAMPAIGN #45 – EO CHARGING: BREAKING UP WITH BIG OIL
Brand: EO Charging
Category: Electric Vehicle Charging Technology
Agency: Impero
Medium: OOH
EO Charging introduces its latest home vehicle charger with OOH campaign challenging the world’s largest publicly owned oil and gas companies.
Designed by creative agency Impero, ‘Breaking up with Big Oil’ aims to encourage the use of renewable energy, whilst announcing their new product – Mini Pro 3.
Situated at the Old Street Roundabout location in London, the billboard features a mock text message letting Big Oil know the ‘relationship is over’, juxtaposing another message to remind consumers that EO Charging is ‘power you can trust’, unlike Big Oil.
CAMPAIGN #46 – NHS BLOOD AND TRANSPLANT: THE GIVING TYPE
Brand: NHS Blood and Transplant
Category: Health Care
Agency: Havas London
Medium: TV, VoD, Radio
NHS Blood and Transplant launched a new creative platform to coincide with National Blood Week in a rallying cry for life-saving donors.
In collaboration with Creative agency Havas London, the campaign aimed to drive greater numbers of donors from the black community – who are desperately needed to help provide blood for patients suffering from sickle cell disease.
Spearheaded by a 30-second ad, featuring British actor and comedian Michael Daapah who interacts with a wide range of people on a busy high street to highlight how anyone can be the ‘the giving type’.
CAMPAIGN #47 – TFL: PUBLIC TRANSPORT SAFETY
Brand: Transport for London (TfL)
Category: Public Transport
Agency: VCCP
Medium: OOH, Digital OOH
Transport for London (TfL) in partnership with creative agency VCCP introduced a refresh of its ‘Public Transport Safety’ messaging as part of its commitment to maintaining customer safety.
The creative, designed in collaboration with illustrator Andrew Hudson, makes use of bright colours and bold typography to raise awareness around the potential risks of even the most mundane of actions on the network.
On the refresh, TfL Head of Customer Marketing and Behaviour Change, Miranda Leedham says, “We are evolving the campaign to ensure it continues to cut through customers’ mindsets whilst optimising our messages and placement across the network.”
CAMPAIGN #48 – RIBENA: RIBENA BERRIES 2023
Brand: Ribena
Category: Soft Drink
Agency: BBH London
Medium: TV, VoD
First launched in 2014 by London agency M&C Saatchi, soft drink brand Ribena brought back its iconic ‘Summertime’ ad in celebration of their 85th anniversary.
Running across TV and Video-on-Demand, the spot has been adapted by BBH for modern TV formats, with the inclusion of an updated end frame and shortened 20-second edit.
On the playful CGI creative, Ribena Head of Brand, Sarah Fleetwood says, “Our classic ad brings to life the very core of what consumers know and value about the brand – amazing taste, nostalgia and being the home of the original and much-loved British blackcurrant.”
JULY
CAMPAIGN #49 – MAYBELLINE UK: CGI CAMPAIGN
Brand: Maybelline UK
Category: Cosmetics
Medium: Social Media
In a bid to hero their new mascara range, Maybelline grabbed the attention of audiences across the UK by placing huge rubber eyelashes on a London tube and bus with the use of a little CGI trickery.
The viral TikTok clip, consists of separate 5-second videos of the ‘lashed’ tube carriage and bus heading towards a large Maybelline Lash Sensational Sky High mascara wand, which brushes the lashes on each vehicle as they go by.
The realistic footage produced in collaboration with video artist Ian Padgham has since created huge attraction online, fuelling already-high opinions of the new product.
CAMPAIGN #50 – WARNER BROS + MATTEL: BARBIE MOVIE
Brand: Warner Bros + Mattel (Barbie)
Category: Movie, Toys
Medium: Social Media, OOH, Brand Collaborations
Warner’s star-studded movie promo tour kicked off in a flurry of pink, with a variety of social campaigns, OOH activity and brand partnerships, expanding from Microsoft (Xbox) to Airbnb.
Following months of high-profile marketing and movie promotion, which had seen Margot Robbie – who plays the role of Barbie – posing for photos in designer outfits from Versace and Channel, emulating the original Mattel 1959 doll.
Along with billboards posted across the nation, featuring nothing but the vibrant Barbie pink and movie release date. Warner Bros’ have also collaborated with several brands as part of their wider marketing campaign, this includes a new bookable Barbie-themed Airbnb in Malibu and a limited-edition Barbie-skinned Xbox Series S.
CAMPAIGN #51 – OCADO: INSPIRED CHOICES
Brand: Ocado
Category: Online Retailer
Agency: St Luke’s London
Medium: TV, VoD and Social Media
Ocado humorously reveals the unexpected moments when its customers are struck with inspiration to add items to their online shopping cart in a new integrated campaign – ‘Inspired Choices’.
Developed in collaboration with independent creative agency St Luke’s, the campaign consists of a 60-second spot, which is cut down to 30 and 10-second clips to run across TV, VoD and Social Media.
The Ad follows Ocado’s analysis into shopper habits and behaviours, which found that many consumers add to their online trolley throughout the week or month, as opposed to all at once like you would when at a physical store.
CAMPAIGN #52 – SIMPLY BE: MANCHESTER MURAL
Brand: Simply Be
Category: Fashion
Agency: Mural Republic Ltd + Kinetic
Medium: Mural, OOH
Inclusive fashion brand Simply Be partners with Mural Republic Ltd and Kinetic to unveil Manchester’s largest ever mural.
The out-of-home canvas aims to raise awareness of its ‘Serious About Shape’ messaging by encouraging women of all sizes to find clothes that are tailor-made to fit them as opposed to forcing themselves to conform to unrealistic industry-standard sizes.
On the campaign, Head of Marketing at Simply Be, Sinead Donohoe says, “the murals in Manchester are really impactful and represent our aim for change as inconsistent sizing and badly fitting fashion are just not acceptable. We hope they inspire women and encourage them to blame the clothing, not themselves.”
CAMPAIGN #53 – ROYAL AIR FORCE: THE FORCE PROTECTING SPACE
Brand: Royal Air Force
Category: Air Force
Agency: House 337
Medium: TV, OOH
The Royal Air Force in partnership with creative collective House 337, highlighted the emerging field of space protection in a new dramatic recruitment campaign.
Aimed to make young people aware of the variety of professions available within the RAF – the campaign is spearheaded by an exhilarating 60-second spot entitled ‘The Force Protecting Space’, which visualises the rawness and excitement of a career in the RAF.
To sit alongside the ad, House 337 created futuristic OOH billboards in the style RAF colours to capture the passers’ attention and invite them to join the force.
CAMPAIGN #54 – THEFORK: YOU’RE ALL SET
Brand: TheFork
Category: Online Booking Platform
Agency: Droga5 London
Medium: TV, Digital OOH
To highlight the unparalleled benefits of using an online restaurant booking service, TheFork in collaboration with Droga5 London unveiled a humorous brand campaign, running across Europe on TV, out-of-home, digital and social.
The campaign’s hero film debuts an irreverent tone of voice to infuse the brand with bags joy and levity, while launching it’s in new tagline – ‘You’re All Set’.
Jose Noguer, CMO at TheFork says, “our new advertising campaign aims to develop the reflex of using TheFork when it comes to restaurant outings, propelling an ever-growing wave of connection between restaurants and diners, as in Europe today, only 3/10 people are aware than they can book a restaurant online.”
CAMPAIGN #55 – WEETABIX: WOMEN’S WORLD CUP
Brand: Weetabix
Category: Food
Agency: BBH + Bauer Media
Medium: TV
Cereal brand Weetabix went big with a multi-million-pound TV campaign ahead of the FIFA Women’s World Cup taking place in Australia and New Zealand.
Centred around three short films produced by BBH, the campaign pushes an on-pack promotion that gives buyers the chance to win an official home nations shirt every 90 minutes, along with thousands of footballs in a bid to amplify the support for England.
Weetabix has also partnered with Bauer Media to run 30-second spots during the tournament aligned with the on-pack giveaway and guided by geo-targeted audio.
CAMPAIGN #56 – AA: IT’S OK, I’M WITH THE AA
Brand: The AA
Category: Automotive Services
Agency: The Gate
Medium: TV, OOH
The AA is helping bank robbers make a smooth getaway in its latest ad, produced in partnership with creative company, The Gate.
Part of a running series that showcases the confidence of AA covered motorists, even in the most bizarre life moments, the ad also debuts the company’s new slogan – ‘Always Ahead’.
In one scene, three bank robbers – in a hurry to escape – discover their getaway car has two flat tyres, yet the driver seems unfazed by the situation as he confidently reassures them with the spot’s strapline and title – ‘It’s OK lads, I’m with the AA’.
Alongside the TV advert, the campaign will run across multiple channels, including out-of-home, radio, print, online and cinema.
