7 best creative campaigns of 2024 so far

In 2024, marketing and advertising have been anything but dull. From film promotions to brand collaborations and unconventional approaches, this year has been a playground for creativity. Here’s a look at some of the standout campaigns of 2024.

Longlegs (2024) – film marketing

Have you caught wind of Longlegs? If not, you might be living under a rock. This horror flick, starring the iconic Nicholas Cage and Maika Monroe, didn’t just creep us out with its plot but also snagged our attention with a marketing campaign from Neon that’s anything but ordinary.

Here’s the scoop:

1. Teaser trailers and social media
   Instead of spilling all the beans, the Longlegs marketing team opted for mystery with teaser trailers that were more tease than tell. They threw these cryptic gems onto social platforms, sparking wild fan theories and building a buzz without letting the cat out of the bag.
2. Interactive elements
   You can literally step into the eerie universe of Longlegs. For example, a billboard which encouraged people to call a number, which would result in a very creepy message…
3. Mysterious website launch
   The film’s website is a treasure trove hidden behind a coded password. Crack it, and you’re in a world of “crime scene” photos and faux police reports that’ll make your skin crawl. Reminds us of The Blair Witch Project marketing back in 1999!
4. Influencer collabs
   Collaborating with influencers and film critics, Neon’s marketing team ensured that Longlegs was a frequent topic of discussion across various online communities. It’s been the biggest, most hyped horror film in years.

Liquid Death X Elf Beauty collab

Liquid Death and Elf Beauty threw us a curveball with a collaboration that no one saw coming. Merging a hardcore metal vibe with the playful world of beauty, they managed to turn heads and drop jaws in the best way possible. Here’s the breakdown of this viral sensation:

1. Metal meets makeup
   The centrepiece of their campaign was a standout ad featuring a metalhead in full corpsepaint. In a hilarious turn of events, he influences two young girls to rock the same heavy metal makeup, blending the intense world of metal with Elf’s vibrant cosmetic palette. The contrast is striking, unexpected, and wildly entertaining.
2. Viral content craze
   This unexpected mashup captured the imagination of audiences across social platforms, turning traditional beauty advertising on its head. The campaign videos, featuring this unlikely makeup tutorial, went viral, drawing in views, likes, and laughs.

CeraVe – ‘Michael CeraVe’

Who said skincare needs to be serious? CeraVe sure didn’t when they launched their campaign with the pun-tastically named “Michael CeraVe.” Featuring none other than Michael Cera, the ads infused a refreshing twist of humour into the world of facial creams and moisturisers:

1. Comedy gold
   We love a brand that doesn’t take itself too seriously. Each ad had Michael dropping one-liners and deadpan jokes, making CeraVe not just a skincare choice but a chuckle-worthy break in your social feeds. There’s even an extended version which features Cera talking to a magical narwhal. I don’t know about you, but I’m sold.
2. Engagement explosion
   The campaign caught fire on social media, with fans loving the blend of Michael’s quirky persona and the clever play on his name. Engagement metrics soared as people didn’t just watch the ads—they talked about them.

Visit Oslo: ‘Is It Even a City?’

With a provocative tagline like “Is It Even a City?”, Oslo’s tourism campaign crafted by NewsLab AS was nothing short of audacious. It dared to redefine urban tourism:

1. Stirring the pot
   The bold question sparked curiosity and a bit of delightful controversy, inviting people to discover what makes Oslo more than just your average cityscape.
2. Visual and virtual feasts
   Gorgeous visuals complemented by an interactive website allowed prospective visitors to wander through Oslo’s rich mix of culture and nature—from the comfort of their screens.

Calvin Klein: ‘Spring 2024’ with Jeremy Allen White

Calvin Klein’s Spring 2024 campaign featuring Jeremy Allen White was a sizzling topic, not just for its clean, impactful visuals but for flipping the script on typical advertising tropes:

1. A bold move
   Using Jeremy Allen White as a sex symbol, the campaign sparked debates and instantly went viral. While some ad folks were taken aback, it highlighted a shift—what’s been standard for depicting women in ads for years was now applied to a man, challenging norms and starting conversations.
2. Visual simplicity
   The minimalist aesthetic of the photos allowed Jeremy’s charisma and the clothing’s understated elegance to shine, making the campaign a social media sensation for its boldness and simplicity.

Tinder’s inclusivity vs. Bumble’s anti-celibacy campaign

Tinder’s 2024 campaign celebrated real love stories and inclusivity, a stark contrast to Bumble’s less successful anti-celibacy pitch:

1. Real connections
   Featuring genuine stories of couples who met on Tinder, the campaign underscored the app’s role in forging real-world connections, resonating deeply with a broad audience.
2. Inclusivity at heart
   Emphasising a spectrum of relationships across various demographics, Tinder showcased its platform as a place for everyone, contrasting sharply with Bumble’s campaign, which struck a discordant note by depicting a woman’s vow to celibacy and life as a nun—a narrative that many found out of touch and misaligned with the empowerment usually celebrated in dating.

British Airways – the art of subtraction

British Airways’ latest approach was anything but conventional. By stripping away the usual trappings of airline marketing, they set the stage for something truly unique.

It’s pretty ballsy to only give viewers that slight hint of branding, but they’re so established that it works regardless. Omitting the traditional branding elements like logos or slogans, British Airways relied on minimalism to pique interest and draw attention in a cluttered marketing landscape. It proves that sometimes, saying less truly does say more.

Summing up

Each of these campaigns shows just how potent creativity can be when it’s used to challenge the status quo, spark conversations, or even just give us a good laugh.

Whether it’s turning a skincare ad into a comedy sketch or redefining sex appeal in fashion advertising, 2024 has been a playground for marketers willing to think outside the box.