Creativity comes in many forms. Yet, the red thread that runs through many of the top-performing Hot Picks of 2024 is humour and entertainment. In a world where society is constantly polarised by politics and opinion, finding fun and moments of connection is key. Escapism is a marketing must.

The best marketing campaigns are the ones that make consumers’ feel something. But the creative work of 2024 reminds us that storytelling takes many forms. Emotion doesn’t just come from traditional television campaigns. Be it puppets or stop motion, capitalising on the cultural firepower of the Olympic games or reaching audiences in Roblox, finding ways to connect in 2024 has no one-size-fits-all approach.

Here are some of BITE’s most read Hot Picks of 2024.

Just Eat’s charming animal characters find the joy of everyday

McCann London enlists relatable animal puppets to reflect the realities of food delivery. The campaign uses comedy and craft to showcase the moments of connection and convenience the delivery service can provide.

Ikea sets sights on youth appeal with Roblox jobs

The campaign, created by Mother London, utilises gaming to underline that employee engagement doesn’t need to be boring.

Magnum finds funny in the fake

MullenloweLOLA uses humour to highlight the importance of sticking to the original when it comes to ice cream.

Innocent campaign is jam-packed with goodness

Neverland helps bring to life the amount of fruit, veg and vitamins in Innocent smoothies and juices. Simple out of home executions speak directly to audiences, capitalising on the universally recognised power of the goodness of fruit and veg

Monzo makes money feel better

The campaign from Uncommon builds on the universal stress of money management to highlight the joy and ease of banking with Monzo.

Lego liberates young girls from the pressure of perfection

The campaign from Exposure spotlights gendered language bias and champions freedom in play to help girls reach their full creative potential.

Malibu teams up with Tom Daley for safety campaign

Wieden + Kennedy’s ‘Don’t Drink and Dive’ delivers a serious message using a loveable sporting icon with cultural relevance amidst the height of the Paris Olympics.

Tesco Mobile and BBH London use humour to showcase the network’s connectivity

Tesco Mobile harnesses the power of humour and relatability to convey how connected its network can make consumers in a campaign from BBH London.

Riyadh Air and Ashi create runway-worthy uniforms

Debuted at Paris’ Haute Couture Week, Current Global helped to design a new uniform reflecting the golden age of aviation and reignite fashion’s long history with flying.

British Gas celebrates the summer of sport

The spot from T&Pm hit all the right notes in celebrating the summer sport. The work successfully showcases how British Gas can support consumers in removing friction from their lives.