Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine.
Picking the best ads of the 2020s might seem premature: after all, we're not even halfway through yet. But it certainly feels like this decade has lasted an age, and it's undeniable that it's been distinctive.
The four eye-catching ads featured quirky messages such as 'Our debut poster: Witnessed by one runner and a curious pigeon. Classic!' alongside vibrant pictures of the crisps and the brand's motto, 'Eat Bold'. The campaign ran for two weeks across digital billboards in the UK.Daily design news, reviews, how-tos and more, as picked by the editors.
"The beauty of this ad is evident in its creation," she continues."A message of togetherness is reinforced by the seamless joining of contextually different frames, while perseverance is embodied in the knowledge that someone probably spent hundreds of hours scouring through footage to find just the right moments. The result is unforgettable, and unmistakably Nike."Once upon a time, any mention of periods in ads was strictly taboo.
You might have expected the folks at Amazon to feel a little smug at this point: a succession of stay-at-home orders were making the global retail giant even more profitable and powerful than ever before. But they wisely chose to keep that to themselves in this ad, made by, which instead takes a sympathetic look at the struggles of a teenage ballet dancer, as she spends months unable to rehearse with others or perform in front of an audience.
"I remember precisely the first time I saw this, which is the hallmark of a great ad," recalls Shelley."We’d endured almost a year of the 'new normal' that was Covid life: lockdowns, quarantines, working from home and limited physical contact. It came at a pivotal moment when restrictions were beginning to ease and it just spoke so poignantly to the depravity everyone was feeling after months of being stuck indoors.
"Yes, it's a spokesperson. Yes, it's long. But it's good. That matters. And that's why it helped shove several countries to ban cosmetic animal testing."First launched in 1876, Heinz Ketchup was facing declining brand loyalty and wanted to reignite consumers' emotional connection with their product. conducted a social experiment across 18 countries. Participants were anonymously asked to simply"draw ketchup" without any brand cues.
"This was the starting point of a whole overarching strategic move," adds Amanda."The success of this campaign was recreated in a number of different ways, fromcampaign. The results are memorable proof of a brand’s success in owning a category and engaging with its fans."went one better.
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