10 of the Best Marketing Campaigns from 2024: Creativity, Innovation, and Impact

Marketing in 2024 has been a whirlwind of creativity, innovation, and cultural impact. From nostalgic humour to thought-provoking social awareness, brands have pushed the boundaries to captivate audiences worldwide. Here’s a deep dive into some of the best marketing campaigns of 2024.

1. Is He CeraVe? The Truth Behind the Michael Cera and CeraVe Campaign

Michael Cera as the face of CeraVe? It just makes sense.

At the beginning of 2024, social media was in a frenzy after multiple people spotted Michael Cera casually walking around New York City carrying bags of CeraVe Moisturising Cream. Influencers who encountered him posted about the bizarre sightings, fuelling speculation about whether he was secretly behind the creation of the skincare brand.

The intrigue escalated so quickly that CeraVe had to step in and clarify via Instagram that the brand was, in fact, developed by dermatologists—not Michael Cera. 

This viral moment turned out to be a well-executed teaser for CeraVe’s first-ever Super Bowl commercial. The brand capitalised on the confusion with the launch of an ‘I am CeraVe’ website, featuring a humorous ‘90s-style luxury perfume ad, perfectly tapping into Michael Cera’s quirky humour. David Greenberg, CEO of L’Oréal USA, praised the campaign, emphasising how it blended serious skincare credibility with internet-driven pop culture appeal.

2. Heineken’s “Boring Phone” Encourages Real-Life Connection

Heineken, in collaboration with Bodega and European mobile innovator HMD, launched ‘The Boring Phone’—a device designed to help users disconnect from digital distractions and focus on real-life interactions. The phone, stripped down to basic functions like calling and texting, was marketed as the perfect companion for a night out, aligning with Heineken’s brand ethos of fostering genuine social experiences.

With the rise of digital detox movements, Heineken cleverly tapped into a growing consumer desire to reclaim their attention spans, making ‘The Boring Phone’ one of the most talked-about marketing stunts of the year.

3. IKEA and Save the Children Shed Light on Domestic Violence

IKEA Australia partnered with Save the Children for a deeply impactful campaign, ‘This is Not a Home,’ shedding light on the over 120,000 Australians—primarily women and children—who experience homelessness due to domestic violence.

The campaign took shape in IKEA’s Tempe store in Sydney, where installations depicted real-life living conditions of victims forced to seek shelter in cars, tents, and friends’ couches. Customers were met with harrowing scenes that humanised the crisis, reinforcing IKEA’s commitment to providing safe, stable, and secure homes.

The campaign successfully brought ‘hidden homelessness’ into the mainstream conversation, proving that marketing can drive real-world impact beyond product sales.

4. Heinz’s Ketchup Phone Case: A Perfect Pop Culture Play

Taking inspiration from the viral Rhode lip gloss phone case, Heinz created their own phone case designed to hold a single sachet of tomato ketchup. The playful campaign leveraged the absurdity of everyday inconveniences—because what’s worse than not having ketchup when you need it?

Social media loved it, with Heinz teasing the product on Instagram, fueling demand for an item that perfectly merged humour with brand relevance.

5. Airbnb’s Floating ‘Up’ House Brings Childhood Dreams to Life

Airbnb turned fantasy into reality by offering guests a chance to stay in a real-life version of Disney Pixar’s ‘Up’ house, complete with over 8,000 balloons. Located in Abiquiu, New Mexico, the experience was an instant hit among fans and travel enthusiasts alike.

Airbnb has mastered the art of experiential marketing, and this campaign further cemented its reputation for delivering unforgettable, immersive stays that bring fictional worlds to life.

6. Red Bull Gives Wings—Literally—With a Wingsuit Flight Through Tower Bridge

Red Bull, a brand synonymous with extreme sports, once again pushed the boundaries with a jaw-dropping wingsuit flight through London’s Tower Bridge.

Two Austrian skydivers leapt from a helicopter at 3,000 feet, reaching speeds of 153 mph as they navigated a precise “flare” manoeuvre, leaving behind striking red smoke trails. The event, which took two years of planning and over 200 practice jumps, embodied Red Bull’s daredevil spirit and left audiences in awe.

7. Samsung Folds a London Bus to Promote the Galaxy Z Fold6

To celebrate the release of the Galaxy Z Fold6 and Z Flip6, Samsung took over London’s Old Street—renaming it ‘Fold Street’—and installed a massive folded bus. Designed by artist Caspar Philips, the striking installation featured a bus appearing to be folded in half, alongside folded telephone booths, lampposts, and benches.

This bold activation, part of the ‘Fold Town’ campaign, perfectly showcased Samsung’s foldable phone innovation while captivating city-goers with an unforgettable public spectacle.

8. Waitrose’s Wonky Billboard Stunt Gains Unexpected Attention

As part of its price-cutting campaign, Waitrose and Saatchi & Saatchi installed a deliberately tilted billboard, symbolising falling prices. However, the cheeky stunt took an unexpected turn when Wandsworth Council mistook it for a hazard and fenced it off for safety concerns.

Rather than backtracking, Waitrose leaned into the moment, engaging with the council on social media and humorously tagging Specsavers, implying the tilt was intentional. This lighthearted exchange turned an ad into an internet sensation.

9. Tesco Ditches Its Logo for a Playful Out-of-Home Puzzle

In a bold branding move, Tesco replaced its name on billboards with high-quality produce arranged to spell out ‘TESCO.’ Designed to emphasise the supermarket’s commitment to fresh, high-quality food, the ‘ICONS’ campaign transformed the brand’s name into an interactive puzzle, encouraging pedestrians to engage with the ad.

10. Surreal’s Legal Loophole for Their “Notella” Cereal

Cereal brand Surreal launched a new chocolate hazelnut flavour but couldn’t legally reference Nutella. Their clever workaround? A cheeky campaign featuring the tagline, ‘We’re nut allowed to call it Notella.’

The humorous approach shared on LinkedIn and social media, turned legal restrictions into an engaging and playful marketing moment that fans loved.

Final Thoughts

From nostalgic humour to social impact, 2024’s best marketing campaigns demonstrated the power of creativity, storytelling, and cultural relevance. Whether through viral social media moments, immersive real-world experiences, or thought-provoking activism, these campaigns proved that marketing is more than just selling a product—it’s about making a lasting impression.

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