2022 Favourite Campaigns
Creativebrief
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To mark the end of 2022, the Creativebrief team has picked their favourite campaigns.
From purpose driven campaigns making big change to viral social media ads, we've seen some excellent work this year across the platform, here's some of the team's favourite campaigns.
Stella McCartney x Netflix x ACNE
"I love that this campaign raises awareness in such an interesting way. I think the partnership with the show Sex Education works so well and highlights a serious topic in a super accesible way, definitely one of my favourites for 2022."
Kath Pebworth, Marketing & PR Manager
Ford x VMLY&R
"After seeing VMLY&R’s campaign for Ford, called 'Ford: Very Gay Raptor', at the Creative Equals RISE event, I was extremely impressed! Through this campaign, Ford has redefined being ‘tough’ as being unafraid to challenge discrimination - even at the risk of alienating their own audience which will hopefully inspire other brands to be provocative and purpose-led in their advertising."
Sophia Gazzara, Junior Designer
- VMLY&R:
- Very Gay Raptor
Persil x Golin
"Between the ages of 7 -11 I spent most of the daylight hours climbing trees but I know its a struggle to get my 9 year old off of his Nintendo Switch!. Persil’s hoax video game "Tag the Game" aims to encourage kids go outside and make real life play fun again."
Ben Piper, Director of Technology & Design
- Golin:
- Tag the game
EE x Saatchi & Saatchi
"I love this campaign 'Not Her Problem' by Saatchi & Saatchi, launched around the time of the Women's Euros. It really highlights the issues around sexism and online hate facing female football players. As a female and a footballer, this piece resonates with what's important to me."
Josie Shand, Team Assistant
- Saatchi & Saatchi:
- Not Her Problem
Havana Club x Sid Lee
"This was one of the first campaigns I saw and stylistically is my favourite. Showcases a vibrant cuban lifesyle and mixes animation in with live action in a way that is so upbeat and the continuous flow and angle pan makes the entire add play like a record. also the grain filter adds to that old school vibe."
Sam Ako, Business Development Manager
- Sid Lee:
- Cuban Mode
Women's Aid x House 337
"Women’s Aid have launched a new campaign titled ‘He’s Coming Home’, aiming to fight football-related domestic abuse. This campaign shines a light on domestic abuse - studies have seen a rise of up to 38 per cent in cases of domestic violence after football matches, with both wins and losses contributing. Football is known to unite people but we dont really hear about the reverse so it was a complete eye opener."
Jas Phull, Team Assistant
- House 337:
- He's coming home
Nurofen x IPG
"In keeping with Reckitt’s purpose-driven approach to marketing; which extends well beyond tick-boxing exercises. This campaign goes way beyond the traditional wafer thin ‘awareness’ driving campaigns, ‘See My Pain’ is a long-term commitment. One which pledges to ensure that all pain is seen, regardless of gender. 1 in 6 women experience severe pain everyday. Over half (56%) of women say they felt their pain was ignored or dismissed. This is the kind of work that successfully challenges a toxic status quo."
Nicky Kemp, Editorial Director
- IPG:
- See My Pain
McDonald's x Leo Burnett
"I’ve seen this campaign so many times and yet it still brings a smile to my face. It might not tackle the big issues but it warms my heart to see the couple reunite after such a long journey and dance around a Maccies! The soundtrack is an ear-worm, the shots are beautiful and I know a few people who have made good use of the reward scheme so it’s doing its job - who could say no to a burger on the house?! We are in a cost-of-living crisis after all…"
Georgie Moreton, Assistant Editor
- Leo Burnett:
- MyMcDonalds Rewards
Virgin Atlantic x Lucky Generals
"Virgin Atlantic's campaign with Lucky Generals, 'See the World Differently', is such a great, inclusive campaign that really puts people at the heart of the brand. We're delighted to see such a powerhouse partnership develop between Lucky Generals and Virgin Atlantic, especially having helped bring them together through our modern-day pitch approach."
Helen Hall, Director of Marketing & Growth
- Lucky Generlas:
- See The World Differently
Arsenal x Weirdo
"As a big Arsenal fan I love this work as it shows a longstanding love of the club and supports the sold out North London women's Derby, which is great to see in the sport! It is also, a good lasting memory of the Maria, who sadly passed away this year."
Marcus Burns, Account Manager
- Weirdo:
- Old Rivals New Era
TBWA\London x Ovarian Cancer Action
"Did you know there is a 'World Ovarian Cancer Day'? This is such an important campaign, raising the awareness of Ovarian cancer. Executed in a smart social way, we all need to be aware of the signs which is often overlooked as everyday ailments."
Steph Nattu, Business Director
- TBWA\London:
- #FollowedByCancer
NatWest x The&Partnership
"This work is a proper strategic brand platform that has the legs to drive real long-term value in a way that is all too rare in our industry in recent times. It is truly customer-centric and has a clear and strong galvanising purpose at its heart, it gives the brand a fresh and contemporary feel and is representative of modern Britain in its approach to inclusion, it seamlessly extends across all areas of the organisation from consumer to commercial banking and beyond, it carries through a host of channels in a tightly integrated and consistent way and on more than one occasion it brings a smile to your face. Not bad for a bank."
Charlie Carpenter, CEO
- The&Partnership:
- Tomorrow Begins Today
Pringles x Grey London
"This campaign from Grey London for Pringles is an absolutely amazing example of - quite literally - breaking into a new audience community. This is work that actually made me catch my breath, delivering big viral wow factor while also demonstrating fantastic planning and innovation. Hats off to the team at Grey who have been doing all kinds of brilliant work on this brand."
Michael Gooding, Account Director
- Grey:
- Meet Frank