Each month, a handful of campaigns manage to rise above the noise, not through bigger budgets or louder messaging, but through clarity of idea and confidence in execution. From bold experiments to emotionally grounded brand platforms, these are the campaigns that captured attention for the right reasons, reflecting where culture, creativity, and commercial thinking are aligning right now. This monthly review breaks down the work that mattered, why it worked, and what it signals for the year ahead.

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January

Campaign #01 – Moju: "Bring on the Boom"

Brand: Moju

Category: FMCG

Agency: Leo UK

Medium: TV, Social

Vitality, immunity and gut-health shots brand Moju sets the tone for the day in this sharp 30-second film, turning a simple morning ritual into something far bigger.

The spot opens with Paul taking a shot of Moju’s Fresh Root Ginger before being instantly transported onto a stage in front of a roaring crowd, reframing his everyday routine as a headline moment. A presenter emerges to hype both Paul and the audience, building momentum as the crowd chants “Bring on the boom,” positioning energy and readiness as a mindset rather than a product benefit.

The film was directed by Max Barden through Anonymous, with creative by Conrad Swanston and Alex Bingham, delivering a confident, performance-led take on how brands can dramatise functional products without over-explaining them.

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Campaign #02 – Tesco: For The Love Of It

Brand: Tesco

Category: FMCG

Agency: BBH London

Medium: TV, OOH, Radio, Print and Social.

For the Love of It sees Tesco tackling a familiar truth: when money is tight, the hardest thing to give up is not quantity, but the brands people feel emotionally attached to.

Rather than leaning on rational price comparison alone, the campaign reframes value through devotion. It recognises that branded favourites are deeply embedded in everyday life, and that asking shoppers to compromise on them creates real tension. By anchoring the work to Tesco’s Everyday Low Prices commitment, the campaign turns consistency and reassurance into the emotional payoff.

Developed by BBH London, the film uses heightened drama and humour to mirror those moments of internal negotiation, playing out small but recognisable standoffs between loyalty and restraint. Familiar brand cues and cultural references are used not as gimmicks, but as emotional shorthand, reminding viewers that these products mean something beyond their price tag.

Running across TV, radio, out-of-home and press, the campaign elevates a value message into a brand statement. It proves that price-led communications do not have to feel transactional, and that when insight leads, even the most functional propositions can land with warmth, humanity, and cultural relevance.
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Campaign #03 – Flat White or F*ck Off

Brand: Flat White Or F*Ck Off

Category: Food & Beverage / Experiential

Agency/Partner : Ask The Impossible

Medium: OOH, Social, Experiential

Inspired by marketing provocateur Rory Sutherland, Flat White Or F*ck Off is a one-day experimental London pop-up designed to challenge over-customisation, decision fatigue, and slow coffee culture by serving just one thing: the perfect flat white.

Launched by Charlie Hurst, Tom Noble, Lucia Sudlow and Will Sudlow, the concept originated as a tongue-in-cheek thought experiment discussed on a podcast before being brought to life as a real-world activation outside Outernet, Tottenham Court Road. Open for a single day from 7am to 7pm, the pop-up removed menus, modifiers, and upsells entirely, offering commuters a radically simplified experience rooted in speed, clarity, and craft.

Working with creative production agency Ask The Impossible, the team transformed an abstract marketing idea into a live cultural test. From bean selection and brewing precision to customer flow and tone of voice, every detail was designed around a single-product mindset. London roasters Fireheart Coffee supplied the Palace Blend, reinforcing the focus on quality over choice.

The activation struck a nerve online ahead of launch, generating over two million Instagram impressions and sparking debate around modern consumer behaviour. By turning restriction into the creative hook, Flat White Or F*ck Off demonstrates how clarity, confidence, and disciplined execution can outperform infinite options in an attention-overloaded world.

Charlie Hurst spoke to The GO Network about this project: “When we started this journey we never dreamed of it taking off like it did. Each person on our team has elevated it to become something truly wonderful and hopefully this is just the beginning of things to come. We are now looking for investment to grow this brand and take it to the next level"

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Campaign #04 – Absolut Vodka and Tabasco: ABSOLUT® TABASCO™

Brand: Absolut Vodka and Tabasco

Category: Alcoholic beverages

Agency: Wieden + Kennedy London

Medium: Video, Social, Digital

Absolut Vodka and Tabasco have teamed up to launch ABSOLUT® TABASCO™, a chili-pepper-infused vodka supported by a cinematic campaign that brings the drink’s fiery personality to life. Created by Wieden + Kennedy London, the film reframes the product through dramatic, volcanic imagery where fiery Bloody Marys erupt instead of lava, anchoring the launch in sensory storytelling rather than traditional product messaging.

The campaign’s striking visuals lean on the heritage of both brands while positioning the collaboration across YouTube and global digital channels as a cultural moment for bold flavour in spirits.

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Campaign #05 – Lloyds: Bank On Llyods

Brand: Llyods Bank

Category: Financial Services

Medium: OOH, AV, BVOD, Online Video, Audio, Digital, Social, Influencer

Agency: Publicis Go (Publicis Groupe Power of One)

Lloyds unveils a major new brand strategy for 2026 with Bank on Lloyds, positioning itself as the trusted enabler of the nation’s ambitions at a time when 75% of UK adults hope the year ahead will be one of progress. Built to inspire confidence and momentum, the platform reframes Lloyds’ role from financial provider to partner in everyday aspiration, whether that’s buying a first home, building savings, growing a business, or achieving greater financial security.

The campaign is anchored in two core principles, capability and possibility, brought to life through proof points that highlight Lloyds’ scale, safety, and breadth of products, from its 21.3 million digital app users to its position as the UK’s leading lender for first-time buyers and a trusted partner to over one million businesses. A bold creative reset introduces a new design system and modern storytelling approach, ensuring consistency and emotional connection across every customer touchpoint.

Rolled out across national and iconic OOH locations including Piccadilly Lights and IMAX, alongside audio, digital, and AV executions across broadcast, BVOD, and online video, the campaign marks a confident reassertion of Lloyds’ leadership. Developed with Publicis Groupe’s bespoke Power of One team, Publicis Go, Bank on Lloyds signals the next chapter in the bank’s experience-led brand evolution, reinforcing trust while inviting the nation to move forward with confidence.

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Campaign #06 – Deliveroo: Unexpected Guest

Brand: Deliveroo

Category: On-Demand Delivery / Food, Grocery & Retail

Agency: Pablo London

Medium: TVC, BVOD, OOH, Radio, Digital, Social, Online Video

Deliveroo continues its global brand platform Now Just Got Even Better with a playful second chapter that reflects the brand’s evolution from a restaurant delivery startup into a multi-category, on-demand platform embedded in everyday life. Developed with Pablo London, the campaign expands Deliveroo’s role beyond food, showcasing its growing grocery and retail offer across moments both expected and unexpected.

The flagship TVC uses surreal, off-beat storytelling to dramatise a relatable scenario: hosting unexpected guests. In a fantastical twist, two stranded hikers find shelter in a bear’s cave, only for Deliveroo to save the day with a perfectly timed delivery of sushi, honey, and even a Bluetooth speaker. Set to a remix of the Vengaboys’ We Like To Party, the film reinforces the idea that whatever the moment calls for, Deliveroo can deliver.

Rolling out across the UK, Ireland, France, Italy and the UAE, the campaign spans TV, BVOD, OOH, radio, social and digital, with further executions planned throughout the year. By leaning into humour, unpredictability and cultural familiarity, Deliveroo positions itself as a flexible, always-on companion that makes life better in the now, no matter what turns up at your door.

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Pitch Win:Crown Paints Appoints Dinosaur as Lead Creative Agency through The GO Network

Campaign #07 – John Frieda: 'Salon Attitude. Every Day.'

Brand: John Frieda

Category: Beauty / Haircare

Agency: VCCP

Medium: TV, Online Video, Social, Digital, Retail

John Frieda returns with a global relaunch and a new long-term brand platform, Salon Attitude. Every Day., repositioning the iconic haircare brand around confidence rather than complexity. Developed by VCCP, the campaign marks a deliberate departure from category conventions, shifting focus away from scientific jargon and formula-led demonstrations in favour of the emotional payoff of a great hair day.

The hero film visualises this confidence through a striking metaphor, transforming an everyday street into ‘John Frieda Street’, where mirrored buildings and surfaces reflect women catching glimpses of their hair as they move through daily life. The work celebrates the specific, recognisable feeling of salon-fresh hair, amplified by the empowerment that comes from achieving it yourself. It reframes salon quality not as something exclusive or technical, but as a personal, everyday achievement.

Running globally throughout 2026 across TV, online video, social, digital and retail channels, the campaign establishes a modern visual system and tone designed to cut through a saturated beauty market. By centring transformation, self-belief and attitude over ingredients and claims, John Frieda positions itself as a brand that understands what great hair really gives people, not just how it’s made.

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Campaign #08 – PureGym: Glows Post-Workout

Brand: PureGym

Category: Fitness / Health & Wellbeing

Agency: McCann Manchester

Medium: TV, Cinema, OOH, Radio, Social

PureGym signals a clear shift in brand direction with a campaign that focuses less on workouts and more on how exercise makes people feel long after they leave the gym. Moving beyond the category’s familiar imagery of intensity and transformation, the work centres on the emotional lift that comes from movement and the quiet confidence that follows a good session.

At the heart of the campaign is a distinctive visual character, Glow, a physical manifestation of post-workout energy that spills into the outside world. As Glow moves through everyday settings, their presence subtly improves the atmosphere around them, turning an internal feeling into something relatable. The idea reframes the gym experience as something human and accessible, rather than intimidating or performative.

By leaning into wellbeing rather than price or performance, the campaign marks a strategic evolution for PureGym, positioning the brand as a daily source of feel-good momentum rather than simply a place to train. Rolled out across TV, cinema, out-of-home, radio and social, the work sets a new emotional tone for the category and broadens the appeal of fitness to those who may not yet see the gym as a space for them.

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Campaign #09 – Perk

Brand: Perk

Category: B2B SaaS / Finance & Expense Management

Agency: Talon, Evolve OOH, Goodstuff

Medium: OOH

Perk takes one of the most universally avoided workplace tasks and turns it into a striking piece of real-world storytelling, using out-of-home to visualise the quiet chaos of expense management. Rather than explaining the product through features or dashboards, the campaign starts where the frustration actually lives: the growing pile of receipts everyone swears they will deal with later.

The centrepiece is a tactile special-build billboard featuring a drawer bursting with crumpled paper receipts, physically protruding into public space. Set against a bold yellow backdrop, the execution transforms a mundane admin headache into something instantly recognisable, uncomfortable, and oddly satisfying to look at. It captures the emotional truth of expense claims not as a process problem, but as mental clutter.

Devised by Talon, Evolve OOH and Goodstuff, the work deliberately avoids the category’s usual visual language of clean interfaces and corporate reassurance. Instead, it uses humour and physical craft to earn attention, trusting that the audience already understands the pain point without being over-explained to.

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