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As 2023 draws to a close, the Creativebrief team has chosen their favourite campaigns of the year.
From culture-driven partnerships to comedy rolling back on our screens, we've seen some outstanding work across the platform this year. Here's some of the team's favourite campaigns...
"Mother and War Child created "LullaBombs" to draw attention to the trauma experienced by millions of children growing up in war zones. Instead of classic lullabies or white noise, the "LullaBombs" machines, made using repurposed landmines, play sounds from warzones, including Afghanistan, Iraq, Libya and Ukraine. This work affected me deeply as a father of a young child - I am shocked by how numb we become to the horrors of war, particularly when it comes to children. In parallel having recently been through baby/toddler parenting and all the marketing nonsense that you get caught up in, the grim irony of this work particularly resonated with me."
Michael Gooding, Senior Account Director
"To launch Nike's new platform 'Own the floor'; Wieden's faultlessly created a campaign boasting themes of freedom, limitless ambition, self-expression, and the idea of 'living in the moment. Watching the ad made me feel so energised and empowered - it also made me really want to dance!"
Tia Hunte, Team Coordinator
"The way we use words has power. Stereotypes stop people from achieving their full potential. The language we use and the narratives we perpetuate or listen to create an ecosystem in which women are punished for simply existing in their own bodies. This pitch-perfect campaign from CPB London perfectly punctured these everyday double standards, shining a light on the way sexist words and phrases can demean girls and women. With creative clarity, the campaign underlined that attributes which are celebrated in a man are still deemed unforgivable in a woman."
Nicola Kemp, Editorial Director
"Everybody loves a real David Vs Goliath Story. Bealonians FC, a cherished grassroots football club, existence hangs in the balance as the council announces its plans to lease Oakfield Playing Fields to West Ham United. In 48 hours Big Little Londons campaign mobilised the local community to put pressure on the council to reconsider their decision."
Ben Piper, Design & Technology Director
"A campaign that really helps continue to noise around women's football in a different and fun way. It's a great two-fold approach - getting people together at the slightly annoying time the games were on and also raising money to get more girls into the game."
Marcus Burns, Account Manager
"In the opening 5 seconds, when the person opens up – I instantly get emotional every time I see it… it’s definitely something I’ve identified with and had to deal with personally. “1in2 women feel they’ve had their pain ignored or dismissed because of their gender”. Hearing the accounts from the people in the ad, their stories… being ’50 years of pain’ is heartbreaking and then… makes me angry…’ If Nurofen can help raise awareness and educate doctors and pharmacists about the Gender Pain Gap, I’m fully behind it."
Stephanie Nattu, Associate Board Director & Business Director
"The cost-of-living crisis is a real issue for many British households right now. With this in mind, British Gas announced a new initiative to provide real value for consumers. It is offering half-price electricity to customers during 'peak save' hours (Sundays), for the rest of this year. The iconically British campaign by The&Partnership features members of Team GB and ParalympicsGB and is wrapped in a comedic overtone. With a range of athletes, the ad is also inclusive; thus putting diversity hand-in-hand with Britishness. For me, the campaign hit the nail on the head."
Jeevan Hammond, Editorial Assistant of BITE
"Cold relief products aren’t necessarily an easy marketing brief but this crafty campaign from VMLY&R for Difflam uses creativity and character to bring to life the symptoms of a sore throat and bring a smile to audiences faces. The artsy installations reinforce the power of creativity and simplicity. Proving that a message well executed is one that will be remembered."
Georgie Moreton, Deputy Editor of BITE
"I love this campaign for the RNIB by The&Partnership. It challenges outdated public attitudes and misconceptions of sight loss with a series of amusing short films to tackle misconceptions and stereotypes around sight loss. It's diverse, inclusive and informative and think it has the potential to create big change."
Katharine Pebworth, Marketing & PR Manager
"The 'Did Somebody Say' campaigns by Just Eat have always been a favourite of mine, from Snoop Dogg to Katy Perry, the choreography and the fusion of food and culture are iconic. This year's campaign didn't disappoint! By featuring the different styles of both Christina Aguilera and Latto the campaign cleverly reinforces the versatility of Just Eat. (Secretly obsessed with the song too)."
Sophie Urquhart, Marketing Executive
"I love a campaign that aims to drive social change and the work by VMLY&R for CALM is one that can really make a difference. It shines a light on mental health issues and it reminds us all to seek help when we need it, rather than taking everything on, on our own. Watching England Lioness Fran Kirby trying to play football on her own encouraged me to check in with my loved ones as so many of us are fighting battles alone."
Sophia Gazzara, Designer
"There is something about this relatably awkward interaction that hides not only a surreal throughline but also a great hook. With deadpan delivery, you are taken on a journey that has the characters doing the only two things the brand is known for. Thoroughly entertained by this ad."
Sam Ako, Business Development Manager
"The work by House 337 for Autistica is an effective campaign which helps to remind us all of one of the many challenges autistic people face every day, reminding us to be mindful of processes in the workplace which could easily be adapted to better suit everybody and not just those who are neurotypical. The simple creative makes a powerful impact."
Helen Hall, Director of Marketing & Growth
"I loved Yorkshire Tea's 'Pack Yer Bags' by Lucky Generals this year. The music video and bespoke song produced by Ninja Tune brought cheeky humour, risque lines and outright laughs in spades to a year that finally saw some long overdue fun injected back into UK advertising. The campaign itself was a skilful use of social content and a deft touch in opening up the brand to a next generation of tea drinkers, whilst all still hanging together neatly under the long-running 'Where everything's done proper' brand platform. It was also brilliant to see humour driving real demonstrable results too, with Yorkshire Tea winning big at the Effies in the latter part of 2023. More of this in 2024 please."
Charlie Carpenter, CEO
To mark the end of 2022, the Creativebrief team picked their favourite marketing & advertising campaigns of the year.
Playing in culture, adventures in AI, and redefining value: here’s what’s on the minds of progressive brands right now.
It’s great to see so many of our member agencies in the mix of the winning work this year. We’re incredibly proud of all the amazing work they’ve created, from Unforbidden Fruits to Marmite's first 4D baby scanner.
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