As 2025 draws to a close, the Creativebrief team has chosen their favourite campaigns of the year.
From heartfelt humour and bold reinvention, to nostalgiac storytelling and purpose-driven movements, this year’s campaigns have shown what creative ambition can really do. Here's some of the team's favourite campaigns...
"Anthropic’s new campaign reframes AI not as a shortcut, but as a true thinking partner for people who can’t resist a challenge - a tool to help you go further, faster, without replacing what makes your thinking uniquely human. The film moves from a world on the brink to one where people rediscover their potential, supported rather than overshadowed by technology. It's rich in authentic, intimate moments and is shot in a beautifully natural (un-techy?) cinematic style. And the soundtrack, by the late, great cult hip-hop artist MF DOOM, even in itself feels like a deliberate nod toward an alternative, more human way of engaging with the future."
Michael Gooding, Senior Account Director
"I really appreciate this campaign because it celebrates women of all ages, races, and backgrounds. It conveys a genuinely positive and uplifting message. The music is irresistibly catchy - I can’t help but sing along and smile when I see all the women moving with such confidence and joy. Additionally, the scenes feel authentic and true to real experiences, which makes the campaign even more impactful."
Steph Nattu, Managing Director
"I think Labi Siffre is one of the most underated songwriters ever, so I was glad to see his song 'Bless the Telephone' take centre stage in this spot. It couldn't be more apt for Bumble too, in a beautifully understated piece that focuses on couple's that met on the app. A reminder that real, lasting relationships can be found on dating apps! Sweet, simple, effective - a Special combo."
Edwin Peverill, Senior Business Development Executive
"I’m a big fan of all of AXE and LOLA MullenLowe’s campaigns, but Long Lasting stands out from the rest for me. The work blends awkward humour, simple storytelling, and a brilliantly executed product message into one. From the absurdly long sofa to the outrageous leather outfit, it’s clever, memorable, and effortlessly funny. This is the kind of work that sticks with you long after you’ve watched it."
Sophie Urquhart, Marketing & Comms Manager
"I loved this campaign because it feels like marketing with a punch. With a limited budget, the campaign didnt try to compete on price with traditional meal deals, but instead outsmarted them. Hijacking supermarket Google Maps with Taco Bell visuals was a simple but daring move which turned normal lunch browsing into a subtle brand takeover. I think the hard truth of the line "A sandwich is a slice of ham away from being just bread" made this campaign feel like a wake-up call to refresh old meal deals with new options. The cheeky nature of this campaign stuck with me and highlights the power of thinking outside the box."
Olivia Benjamin, Content Operations Executive
"Stereotypes matter because they stop people from achieving their full potential. Research from Metro Bank revealed that 68% of women and girls would try new sports if they saw themselves represented in sports industry images. Metro Bank’s campaign in partnership with the England and Wales Cricket board actively helped to close this visibility gap. The ‘Seeing is Believing’ campaign provided an image bank which is accessible to local cricket clubs free of charge. This campaign is part of a wide range of creative and unexpected ways in which the ECB are successfully bringing cricket to a new generation of fans and players. Is it cricket season yet?"
Nicola Kemp, Editorial Director
"John Lewis marked 100 years of its Never Knowingly Undersold promise with a joyful campaign bringing to life the brand's lasting position in British culture. Hitting all the right notes with an iconic cover of The Beat Goes On from Mike Skinner, the 100-second film was shot at 100 frames per second, featuring 100 actors and 100 products. The campaign from Saatchi & Saatchi proves that the industry is still overflowing with creativity and craft. What’s not to love?"
Georgie Moreton, Deputy Editor of BITE
"I really like the e.l.f. von Zehn campaign because it's a bit weird in the best way possible - and that’s what makes it feel so fresh. It taps into culture with a sharp sense of humour that makes it stand out from lots of other campaigns in the beauty space. It showcases the products in a fun, clever way that makes it super engaging. 11/10."
Kati Dix, Account Manager
"I really loved this new work for IRN-BRU that revived the 'Made in Scotland from Girders' slogan. There were a lot of eyes and pressure on the brand's first work to break since moving the business away from a Scottish based agency; which understandably stirred a real strength of feeling in many. But it showed supreme confidence on the brand and their new agency's part to bring back the endline from a previous time, and the resulting 'this is not a soft-drink' work was a triumph of light and humour. And let's be honest, we all needed a bit of light and humour in 2025!"
Charlie Carpenter, CEO
To mark the end of 2024, the Creativebrief team picked their favourite marketing and advertising campaigns of the year.
Sid Lee Sport won the Tommy Hilfiger brief following a pitch process led by Creativebrief.
To mark the end of 2023, the Creativebrief team picked their favourite marketing and advertising campaigns of the year.