Our top campaigns of 2024

From airports to billboards and television screens, this year proved that creativity, wit and a touch of audacity certainly cuts through.

In no particular order, let’s take a look at five campaigns that stood above the rest, each respectively a masterclass in their own right.

Specsavers’ “Welcome to Melbourne” OOH stunts

Specsavers continued their reign as the kings of situational humour with an ingenious airport campaign that’s trolled arriving passengers in Australia. Signs in Sydney welcomed travellers to Melbourne and vice-versa, while Brisbane and Perth saw similar mix-ups.

Of course, the “blunder” was intentional, with the tagline “Should’ve gone to Specsavers” reminding us all to keep our vision in check. A cheeky and clever campaign, not just mildly entertaining but also becoming a social media sensation, proving that humour – especially at the expense of our confusion – is a powerful marketing tool.

VisitOSLO’s self-deprecating “Is It Even a City?” ad

Tourism ads tend to follow a predictable formula: perfect and glossy visuals paired with over-the-top praise. VisitOSLO’s “Is It Even a City?” campaign flipped that script. The ad starred a deadpan local guide, Halfdan, sarcastically questioning why anyone would visit Oslo while showing off the city’s understated charm.

The campaign’s self-deprecating humour resonated with audiences worldwide thanks to its authenticity, racking up millions of views online. By embracing its quirks and poking fun at itself, Oslo positioned itself as a destination for travellers seeking something real, not just another postcard-perfect spot.

Tesco’s logo-ditching “Icons” campaign

Tesco took a bold leap this year with their “Icons” campaign, replacing the letters of their logo with vibrant food imagery. Tomatoes, eggs and cheese became stand-ins for the traditional letters and created a playful puzzle for viewers to decode, naturally keeping eyes fixed on it for a little longer.

This minimalist design was a celebration of Tesco’s confidence in its brand recognition. By leaning into high-quality visuals and letting their “Every little helps” slogan do the talking, Tesco reminded audiences of their commitment to quality by sparking curiosity.

British Airways’ minimalist “Windows” campaign

How do you advertise without really advertising? British Airways answered this question with their stunningly simple “Windows” campaign. Part of their “A British Original” series, these out-of-home ads featured nothing more than cropped glimpses of airplane windows with passengers gazing out and lost in awe.

Strategically placed across major UK cities, the campaign omitted slogans, QR codes or even a full logo, relying on the emotional resonance of the imagery to carry the message. It’s a bold yet minimalist approach that reinforced British Airways’ status as a brand that doesn’t need to shout to be heard or recognised.

Meat & Livestock Australia’s “The Generation Gap” ad

Nothing brings people together like food – or so Meat & Livestock Australia’s summer ad would have us believe. “The Generation Gap” envisioned a dystopian Australia divided by vast chasms between Baby Boomers, Gen X, Millennials and Gen Z. Each generation was hilariously caricatured – some might say accurately – from Boomers struggling with tech to Gen Zs filming TikTok dances, until the aroma of lamb barbecue brought everyone together for a feast.

The campaign’s sharp humour and cultural relevance made it a big standout, addressing real-world divides with a unifying message. The ad wasn’t just a celebration of lamb as Australia’s favourite meat; it was a celebration of connection through it.

It’s been a big year

If these campaigns have one thing in common, it’s their ability to connect through simplicity, humour and authenticity.

Whether by ditching traditional formats, leaning into local quirks or addressing societal divides, each of these brands found creative ways to engage audiences. A huge lesson from this year stands out – bold ideas and a willingness to take risks will better connect brands to audiences and get people talking about them.

It's been a big year, and 2025 is shaping up to be an interesting one. Moments of reflection like these offer us a chance to catch our breath, have a laugh and ease into the holidays, and we hope you’re taking some much-needed time off to spend with family and friends.

You’ve earned it.