We bring you a round-up of the biggest and best Creative, Digital, and OOH marketing and advertising campaigns each month in 2024.

The UK councillor elections, a Eurovision extravaganza, a thrilling end to the football season, and two bank holidays – it’s been a busy month for all, so we set out to collate the most impactful Creative, Digital, and OOH advertising campaigns released in May 2024 that you might have missed.

From the irresistible power of Frijj milkshake, to Curry’s bizarre ‘No Distractions’ policy and Irn-Bru’s diagnosis of Scottish optimism ahead of the Euro 2024 finals, to Habitat's 3D billboards marking their 60th anniversary - here’s our list of 8 of the best campaigns this month.

January to March - Campaigns #1 - 25

April - Campaigns #26 - 33

May - Campaigns #34-41

Take a look at our calendar of free virtual strategy workshops, designed to tackle the key challenges facing in-house marketing leaders

April

Campaign #26 – Alton Towers Resort: Nemesis Reborn

Brand: Alton Tower Resort

Category: Amusement

Agency: TBWA/MCR

Medium: OOH, DOOH

Alton Towers unveils spectacular 3D OOH to celebrate the grand re-opening of its Nemesis attraction after 18 months of closure.

Named Nemesis Reborn, people living within two hours of the resort will be greeted with a series of out-of-home executions, devised by creative agency TBWA/MCR in partnership with DOOH.com, Wavemaker and Group M OOH.

The 3D campaign will run across digital large and small format screens in shopping centres, cinemas, motorway service areas, and roadside locations.

Alton Towers Resort: Nemesis Reborn

Campaign #27 – Capital One UK: Credit Made Clearer

Brand: Capital One UK

Category: Financial Services

Agency: Rise at Seven + Kinetic

Medium: OOH

Capital One UK unveils transparent billboards to highlight a lack of clarity around APR repricing.

Created by Rise at Seven and Built by Kinetic, the financial services brand’s billboard was erected at London’s Victoria Station last week – in response to research revealing that over 1 in 10 adults (11%) have applied for a credit card and then ended up with a higher interest rate.

In a bid to raise awareness and showcase its ‘Real Rates’ promise, Capital One UK launched the ‘Credit Made Clearer’ campaign to ensure that anyone looking to take out a credit card in the future is aware of the potential increased cost of borrowing.

Capital One UK: Credit Made Clearer

DOWNLOAD: Our 2024 Industry Pulse Check Report on the trends, challenges, and opportunities to shape your strategy this year.

Campaign #28 – Frontline19: Sicker than the Patients

Brand: Frontline19

Category: Charity

Agency: Adam&EveDDB

Medium: TV, Social, OOH

Healthcare worker charity Frontline19 sheds light on the urgent mental health crisis gripping UK health professionals in shocking new ad, revealing 25% of NHS staff have considered suicide.

Developed by creative agency Adam&EveDDB, the work showcases how NHS staff are now more likely to be in greater distress than their own patients due to the unrelenting pressures of sector in recent years.

Spearheaded by a dramatic two-minute film, the campaign will run across TV, cinema, social, press and out-of-home in a bid to drive donations to Frontline19’s counselling services.

Campaign #29 – Magnum: UK’s Largest 3D OOH

Brand: Magnum

Category: FMCG

Agency: MullenLowe

Medium: DOOH

Magnum launches UK’s largest 3D OOH campaign across 324 sites in celebration of its new flavour innovations – Euphoria and Chill.

The billboard can be found in iconic locations across the nation, including London’s Piccadilly Lights, Birmingham’s New Street, Manchester’s Printworks, and Liverpool’s Media Wall.

Created by MullenLowe, the DOOH aims to provoke broadcast reach and builds on the success of Magnum’s ‘The Pleasure Express’ campaign, offering audiences an engaging blend of digital and physical worlds.

Magnum: UK’s Largest 3D OOH

Read: In-house, Agency, or Freelance – Getting the Best from your Marketing Budget

Campaign #30 – Pancreatic Cancer UK: More than Hope

Brand: Pancreatic Cancer UK

Category: Charity

Agency: GOOD

Medium: OOH

Pancreatic Cancer UK shares new ‘more than hope’ brand identity, to garner more awareness of the disease as well as funding and support for its work.

Produced in collaboration with purpose-driven agency GOOD, the brand idea feeds into the organisation’s goal of improving survival rates for the disease. Currently, five-year survival rates are under 7%.

The new design approach draws on the publishing world, to create a distinctive font and move away from the unrecognisable CUK symbol. The new look instead places emphasis on a rounded serif pancreatic wordmark, with an oval P symbol.

Pancreatic Cancer UK: More than Hope

Campaign #31 – Rubicon: Releasing the Sunshine

Brand: Rubicon

Category: FMCG

Agency: IMA

Medium: TV, VOD, Social

Soft drink brand Rubicon is ‘releasing the sunshine’ in vibrant new ad, devised by creative agency IMA-HOME.

The integrated campaign that communicates the carefree joy of sipping on the fruity beverage can bring, centres around a vibrant TV spot that sees a young man’s world turned upside-down (for the better) as he enjoys a fresh Rubicon.

With media planning and buying handled by the7Stars, the creative will run through to 13 June across TV, video-on-demand, social media via YouTube, TikTok, Snap and Meta as well as out-of-home.

View our workshop playback: Driving Conversions with your Social Media Strategy

Campaign #32 – Tropicana: Not all Oranges are the Same

Brand: Tropicana

Category: FMCG

Medium: TV, OOH, Social

Tropicana has launched a new £3.5 million campaign to mark its new ‘It’s that juice” platform’, spotlighting its iconic orange branding.

The ‘Not all oranges are the same’ campaign features special build sites, buses, social, PR and shopper, showing consumers that not all juices are the same.

The campaign centres the orange with a straw as its hero asset and is also accompanied by a 10-second TV spot which reinforces the same messaging about being fresh from the fruit.

“The launch of this campaign marks another exciting moment for the brand, helping us express our confidence as category market leaders,” said Tropicana Brands Group Marketing Director, Elizabeth Ashdown.

Campaign #33 – Waitrose: Wonky Billboard

Brand: Waitrose

Category: Supermarket

Agency: Saatchi & Saatchi

Medium: OOH (special build)

Waitrose ‘wonky billboard’ marketing stunt pays off as council misses angle.

The ad itself – created by Saatchi & Saatchi – showed an arrow pointing downwards, surrounded by produce, with the tilted angle giving the appearance of the lower-priced food tumbling to the bottom of the image.

The marketing stunt has left a London council looking decidedly lop-sided after it fenced off one of its own advertising billboards amid fears that it could be a risk to public safety.

Waitrose was quick to make the most of the opportunity for extra publicity, as it responded to the move on X (formerly known as Twitter). The supermarket tagged the council in its post, which read: “Thanks for the swift action but while our prices are falling rapidly, our billboard certainly isn’t! #noneedforbollards.”

Waitrose: Wonky Billboard

May

Campaign #34 – Frijj: Feel the URjj

Brand: Müller - Frijj

Category: FMCG

Agency: VCCP London

Medium: OOH

Frijj brings its iconic ‘Feel the URjj’ tagline to life with a new, innovative OOH campaign displaying the irresistible power of the milkshake.

Created by Müller’s agency of record – VCCP London, the striking special builds features a Frijj-shaped hole in the middle, giving the illusion that someone has been unable to ‘resist the URjj’ and taken the bottle from the poster.

Each of the OOH sites, which are up in four locations across London and Birmingham, feature attention-grabbing cow prints along with a note of caution: ‘Warning: this ad may cause the URjj’.

The campaign will run from 6 May to 23 June and is supported by radio and social activity.

Frijj: Feel the URjj

Campaign #35 – Currys: No Distractions

Brand: Currys

Category: Retail

Agency: AMV BBDO

Medium: TV

Currys latest ad shows the lengths its employees will go to in avoiding the distraction of the Euro 2024 finals this summer.

Created by London agency AMV BBDO, ‘No Distractions’ will form part of the tech retailer’s ongoing ‘Beyond Techspectations’ brand platform, highlighting how its staff go above and beyond to better serve their customers.

The creative will revolve around a series of three ads, each detailing a different worker’s struggles to remain football-free as they don giant eye masks, human-sized dog cones and even turning their heads 180 degrees like an owl.

On the campaign, Currys Senior Advertising Manager, Martin Burke says: “We continue to push absurdly humorous boundaries, whilst reaffirming Currys as the go to tech experts for all its customer’s needs.”

Watch our workshop playback: Social as a Search Engine – Finding a Strategy that Works for you

Campaign #36 – Urban Rhino Gin: Sip Gin, Save Rhinos

Brand: Urban Rhino Gin

Category: FMCG

Agency: BH&P

Medium: Brand Refresh

A drinks brand with purpose. Acquired by Pete Richardson, Co-Founder of the world’s first rhino orphanage, Urban Rhino Gin has rebranded and relaunched, winning many gin awards in the short time since the brand relaunch.

Every bottle supports The Rhino Orphanage in South Africa. B Corp agency BH&P crafted a standout brand refresh with eco-friendly packaging. B2B2C launch includes ideal home show, awards, major retailer partnership, and royal ascot.

On the campaign, Claus Larsen, Creative Director at BH&P says, “we wanted to create something extraordinary for this venture marketing client. When Pete Richardson, Co-Founder of the rhino orphanage, purchased the brand, it was in need of a complete rethink. We’re proud of the impact our work has made in a short period of time, and excited to see where it goes next.”

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Campaign #37 – Lexus: Rise to It

Brand: Lexus

Category: Automotive

Agency: T&Pm

Medium: TV

Japanese car brand Lexus has partnered with Sky (Sky Sports) and the ATP and LTA tours which aims to honour both the sports and its legions of dedicated fans.

Developed by London agency T&Pm, ‘Rise to It’ will be anchored by a 60-second hero spot, highlighting the parallels between Lexus’ innovations and professional tennis, the car manufacturer celebrates the constant innovation and creativity needed in both automotive worlds and elite sport.

“To continue accelerating our annual volume growth we recognise the importance of building brand salience, and tennis sponsorship gives us a huge opportunity to reach large audiences in the UK,” Lexus Brand Strategy Lead, Mat Thomas said.

Read: Against the Grain interview with Emily Dunlop, Head of Marketing at Multiplier

Campaign #38 – Habitat: Love Design, Love Habitat

Brand: Habitat - part of Sainsbury’s group

Category: Household Retailer

Agency: New Commercial Arts

Medium: OOH

Household retailer Habitat celebrates its 60th anniversary with a series of custom-built 3D billboards.

Designed by creative agency New Commercial Arts, ‘Love Design, Love Habitat’ marks the launch of a revamped brand platform, whilst paying homage to the history of the brand by highlighting its past, present and future.

Oversized so-called ‘special builds’ will showcase a range of Habitat homeware items in locations such as London (Exmouth Market and Whitechapel), Manchester and Birmingham.

Habitat: Love Design, Love Habitat

Campaign #39 – The Royal National Institute of Blind People: The Be Helpful Guide

Brand: The Royal National Institute of Blind People (RNIB)

Category: Charity

Agency: GOOD

Medium: OOH, Social

RNIB encourages Brits to proactively offer those with sight loss a helping hand in new awareness campaign.

Devised by purpose-driven agency GOOD, the 45-second spot aims to educate Britons about the simple steps they can take to make the world most easily navigable for people affected by sight loss.

Running across social media, out-of-home and radio, the creative is presented from the point of view of blind or partially sighted people and takes a humorous approach in raising awareness.

On the campaign, Bryn Attewell, Executive Creative Director of GOOD says, “our current world isn’t accessible to blind or partially sighted people, so creating allies is an important step in educating, inspiring and making the UK a more inclusive place for all.

With that in mind, we created a campaign to help people recognise the barriers faced by those with sight-loss, so that they are better placed to do something about it.”

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Campaign #40 – Irn-Bru: Doctor’s (2024)

Brand: AG Barr - Irn-Bru

Category: FMCG

Agency: Leith

Medium: TV, Social

Irn-Bru celebrates the return of optimism to Scottish football in new ad campaign ahead of this summer’s Euro 2024 finals.

Developed by Edinburgh-based agency Leith, the campaign will revolve around three comedic spots that look to capture the optimism that all Scotland fans will be feeling in the run-up to their opening game against the hosts on 14 June.

Set in the rather banal surroundings of a GP’s office, the inaugural spot sees comedy star Sanjeev Kohli treat a series of fans who’ve mysteriously come down with a rare case of ‘optimism’.

Campaign #41 – Sudocrem: Not Just for Babies, for Everybody

Brand: Teva Pharmaceuticals - Sudocrem

Category: Health & Wellness

Agency: Havas Consumer Health

Medium: TV

Sudocrem launches its first global TV spot declaring it’s ‘not just for babies’.

The ad campaign created by Havas Consumer Health (Havas’ new health and wellness agency) marks the first time the brand has employed a unified communications platform across all territories and begins rolling out in more than 15 markets.

It sees the Teva Pharmaceuticals owned skincare brand expand its long-standing focus on exclusively being a treatment for nappy rash, by shedding light on other uses like cuts and grazes, eczema, and acne spots.

Brought to life in a new 30-second TV commercial, sees a baby act as a spokesperson on all things Sudocrem: “My family always looks after me, so I look after them – by lending them my Sudocrem.”

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