Spotlighting creativity, month by month
Welcome to our 2025 showcase of the most inventive and inspiring marketing campaigns from around the world. As the year unfolds, brands are pushing creative boundaries, harnessing cutting-edge technologies, and connecting with audiences in unforgettable ways. This blog is your monthly go-to for the standout campaigns that have sparked conversations, set trends, and delivered results – and crossed our paths.
Whether you’re here to fuel your own creative projects, stay ahead of industry trends, or simply marvel at the genius of modern advertising, you’ll find plenty to explore. Let’s see how marketing and advertising shape up in 2025!
January 2025
Starting the year with a bang, January has brought some fresh perspectives and ideas that went outside of the boundaries of 2024 and set the bar high as we begin 2025.
Nature shapes Britannia OOH series
Britannia launched a visually stunning out-of-home (OOH) campaign featuring billboards and murals inspired by the beauty of nature. The series used organic shapes and wonky typography to highlight Britannia’s sustainability efforts and commitment to environmentally-friendly practices. It successfully merges out-the-box thinking to deliver something different, to make sustainability a part of the brand’s identity. Meanwhile, captivating audiences with its striking visual appeal.
These days it’s rare that clients will step outside of the boundaries and go for the Big Ideas that agencies propose – we talk about the novelty of the Big Idea in our blog. Read it here.
Yorkshire Tea hire a head of security
Watch “Investigations done proper” here
Yorkshire Tea continues its promise of a proper brew and delivering on their message of “Where everything’s done proper.” Their latest addition to their video series features the their ruthless security, Happy Valley actor Sarah Lancashire, sussing out the office biccy thief. It’s relatable and entertaining, and a unique way of conveying a brand promise. We love how this campaign has legs – if you haven’t seen the earlier campaign videos, even Sean Bean and Sir Patrick Stewart make an appearance!
The burning question after watching the ad though - Why on earth is Brian keeping his cheese triangles in his drawer and not the fridge?!
Monday.com’s playful update roll out
In a relatable spot, Monday.com portrays an office where employees initially dread yet another software update, anticipating it to be a hassle. However, to their surprise, the platform proves to be straightforward and user-friendly. Adding a playful and dramatic twist, the ad features singing CGI llamas. The combination of humour, unexpected elements, and a relatable storyline make it both entertaining and memorable, while effectively showcasing the platform’s ease of use and regular updates.
Cadbury’s most relatable packaging yet
After 2024 brought us Cadbury’s 200th year anniversary packaging series, we’ve been spoilt with more! They’ve unveiled a new line of limited-edition packaging featuring relatable, everyday moments—like breaking a chocolate bar unevenly or accidentally eating more than planned. Each package includes humorous designations and divisions to reflect these universal experiences. Acknowledging the small, human quirks of chocolate lovers everywhere, Cadbury have managed to deepen its emotional connection with customers, turning ordinary moments into something special and shareable.
The OG breakfast source: Kellogg’s
First there was a 21ft Corn Flakes cockerel turned into a towering weather vane and now there’s more! Kellogg’s has emphasised its legacy as the "OG breakfast source" launching phase two of its “See you in the morning” campaign. The ads focus is on part of its already memorable logo – the “og” – to highlight its constant presence in every household and linking to the slang term meaning “original gangster” (a general term to praise someone who is an expert at something). By positioning itself as a timeless staple, Kellogg’s appealed to both older consumers with a sense of nostalgia and younger ones looking to connect with enduring traditions.
Unique rituals with ‘Only at McDonald’s’
McDonald’s launched a heartwarming global campaign celebrating unique customer rituals, like dipping fries in ice cream, transferring gherkins, or peeling the cheese off the wrapper. The ads featured relatable connections to how customers consume its meals around the world. By celebrating the personal ways people enjoy McDonald’s, the brand created a sense of inclusivity and nostalgia, reinforcing its position as a beloved part of everyday life.
February 2025
February’s top campaigns showcased the power of creativity, using bold visuals, playful storytelling, and unexpected collaborations to capture attention and spark conversation.
Heinz Sells Without Saying a Word
Heinz’s ‘Trigger the Taste’ campaign took a bold approach by removing its logo entirely. Instead, it relied on the brand’s unmistakable label shape and iconic food pairings—chips, toast, pasta—to evoke instant recognition. Through decades of consistent branding, Heinz has achieved cultural icon status, making its products feel inevitable rather than optional. By swapping its traditional tagline for “It Has to Be [Food],” the campaign has tapped into deep-seated taste memories, reinforcing Heinz’s role in everyday food rituals. With minimalism, confidence, and nationwide visibility, Heinz proves it doesn’t need to shout—it simply needs to show up.
Burberry shows London in a romantic light
This month of love, Burberry continues its “It’s Always Burberry Weather” platform with “London in Love”, a romantic new campaign inspired by 1990s and 2000s rom-coms. Starring Richard E. Grant, Kate Winslet, Nicholas Hoult, and Jodie Turner-Smith, the campaign unfolds in a series of videos showcasing love and London’s ever-unpredictable weather. The campaign also embraces playful digital storytelling, with social media teasers featuring a modernized Burberry knight and AI-adapted archival imagery. Timed just before Valentine’s Day, “London in Love” celebrates romance, humour, and timeless British style.
LYNX and the power of fragrance
Arguably our favourite – just because it was so brave and a Big Idea to boot!
LYNX pushes boundaries with a bold new fragrance designed specifically for intimate areas, ensuring guys smell great everywhere. The disruptive campaign features a series of punchy 10-second micro-ads. These snackable, high-impact spots blend humour and entertainment, kicking off with a basketball player’s unexpected mid-dunk attraction, followed by scenarios in a movie theatre and boxing gym. With more laugh-out-loud moments on the way, LYNX proves that confidence isn’t just a mindset—it’s a full-body experience.
Netflix go big with an eye-catching “spillboard”
Netflix made a bold statement for its 2025 lineup with a striking ‘spillboard’ in London. As part of its “You’re Not Ready” campaign, the massive 2000ft² hand-painted mural features iconic characters like Squid Game’s masked men and the Demogorgon from Stranger Things. Designed to create the illusion that Netflix is overflowing with new content, the eye-catching artwork at 100 Mare Street builds excitement for highly anticipated releases like Wednesday Season 2, Black Mirror, and Stranger Things Season 5. This immersive marketing stunt isn’t just an ad—it’s an experience.
Hellmann’s “Sally-Approved” Campaign
Hellmann’s launched a standout February marketing campaign by blending Hollywood nostalgia with modern influence. Featuring Meg Ryan, Billy Crystal, and Sydney Sweeney in a reimagined version of When Harry Met Sally’s iconic restaurant scene, the campaign connects with both rom-com fans and younger audiences. With cinematic visuals, humour, and strategic food branding, Hellmann’s created a memorable ad, further amplified by social media engagement through hashtags like #WhatShesHaving and #WhenSallyMetHellmanns. This fusion of nostalgia and contemporary culture proved the power of smart collaborations and pop culture references in marketing.
IKEA & Durex late night DMs
IKEA’s latest marketing campaign took an unexpectedly playful turn, sliding into followers' DMs with a cheeky "U up?" message between 10 PM and 5 AM. Rather than a late-night blunder, this was a clever strategy, offering lucky responders a free mattress—right when they might be struggling to sleep. The campaign even sparked a witty response from Durex, which flipped the script by sending IKEA the same flirty DM, leading to a humorous exchange that kept audiences entertained. This back-and-forth proves that creative, immersive brand engagement is the future of marketing.
Peppa Pig is going to be a big sister again!
Beloved children’s show Peppa Pig made a heartwarming announcement in late February—Mummy Pig is pregnant! The news was revealed on Good Morning Britain, where correspondent Richard Arnold cut live to Mummy Pig for the big moment. This successful broadcast PR moment highlights the importance of flexibility, collaboration, strong media relationships, and creative storytelling in delivering engaging and memorable content.
March 2025
March brought with it a handful of powerful, thought-provoking campaigns—punctuated by a few lighter moments along the way. While it may not have been our standout month for creative brilliance, these selects still earned their place on the list.
Cats go wild for Dreamies billboard
To mark Respect Your Cat Day, Dreamies has unleashed its most eye-catching campaign yet—'Ad Attack'. Featuring giant, hand-painted 3D fibreglass cats scaling rooftops, clinging to drainpipes, and clawing at oversized treat packs, the campaign brings feline obsession to life in a hilariously dramatic way. The message? Cats won’t just ask for Dreamies—they’ll go to outrageous lengths to get them!
A few hard-hitting awareness ads
From YSL’s powerful campaign shedding light on abusive relationships, to Women’s Aid’s harrowing children’s story addressing domestic abuse, March has seen brands tackling serious social issues head-on. Telekom, in partnership with Miniatur Wunderland—the world’s largest model railway—delivered a striking visual narrative on climate destruction and the impact of rising temperatures. A clear theme this month is brands using their platforms to raise awareness and take a public stand on important societal issues.
See them here courtesy of The Drum:
- YSL highlights abusive relationships
- Women’s Aid rewrites a children story to urge funding for domestic abuse
- Telekom tells a devastating tale about climate destruction
PUMA’s “Go Wild” campaign launch
PUMA’s boldest brand campaign yet, Go Wild, launched on 20th March urges runners around the world to unleash their inner wildness and chase the euphoric highs of movement. Shifting focus from elite athletes to everyday runners, the campaign champions self-expression, individuality, and the joy of running—not just performance. Celebrating 75 years of sporting heritage, Go Wild marks a fresh evolution for the brand, and we’re here for it!
Apple continues its “Shot on iPhone” series
Apple’s latest Shot on iPhone campaign takes a cinematic turn with two new video spots showcasing the iPhone 16 Pro’s powerful slow-motion capabilities. One spot takes a dreamy, artful approach, while the other offers a tongue-in-cheek take on action movie clichés—complete with a slow-mo explosion and a self-aware detective duo. Apple continues to use storytelling in its ads, and now empowers users to create them too.
April 2025
April brought a refreshing mix of playful creativity and smart brand thinking. From Decathlon’s tactile storytelling to Specsavers’ tongue-in-cheek rebrand, this month proved that simplicity, humour, and emotional cues still pack a punch. Read on to find out how our standout campaigns this month show great ideas that can connect in unexpected, memorable ways.
All roads lead to Decathlon
See it here
Decathlon Chile’s “Choose Your Path” campaign takes a tactile, emotional approach—zooming in on seams, zippers, and textures to turn everyday details into powerful triggers for sport. It’s a smart example of transcreation: simple, sensory storytelling that connects locally without reinventing the global brand message. Change the language and it can still connect on a global level.
Specsavers temporarily rebrands as Specsandhearingsavers
Specsavers’ latest campaign humorously rebrands the company as ‘Specsandhearingsavers’ to spotlight its often-overlooked audiology services. Playfully self-aware and unmistakably on-brand, it’s a witty reminder that Specsavers has been helping people hear better for over 20 years.
April Fools
See them here
From Cadbury’s Creme Egg goo as an alternative to mayo (yuck!) to the Royal National Lifeboat Institution asking followers to pick a new siren tune, there were a few trickster brands jumping on April Fools this year. Even our shared-office location at The Fold in Leamington Spa, joined in with an artful façade on the day.
GO Outdoors, Be more Billy (or do they mean silly?)
See it here
We love a playful, amusing and entertaining ad concept, and GO Outdoors’ recent video ad featuring Billy the parakeet delivers. It’s perfectly relatable and says everything it needs to. We love it when brands are willing to be a bit silly to build an awareness campaign.
Taking scratch-and-sniff OOH
See it here
Why would you willingly sniff an armpit?! Well personal care brand Billie did just that, asking New Yorkers to make a pit stop when they see their posters for a scratch-and-sniff experience. We love that this mechanism originally associated with magazine publishing has made its way OOH onto billboards - simply genius!
What to Expect in 2025
This year is shaping up to be one of bold ideas and groundbreaking creativity. We’re keeping an eye on trends like the use of AI in advertising, immersive AR/VR campaigns, and purpose-driven storytelling that resonates with audiences on an emotional level.
For the latest updates keep an eye out on the SURE! Creative LinkedIn page or bookmark this page to check back each month to find out more about the creative marketing campaigns that have made a lasting impression on us in 2025.
Feeling inspired by the creative campaigns of 2025? Whether you’re ready to push boundaries, connect with audiences in new ways, or tell your brand’s unique story, we’d love to bring your vision to life.
Get in touch today and let’s create something unforgettable together!