7 campaigns that broke the ice in 2024

As 2024 draws to a close, it's time to reflect on the creative moments that got us talking in the office. This year has had its share of tone-deaf campaigns, but it’s also been filled with bold campaigns and powerful storytelling that sparked conversations. Here’s a look back at the work that made an impact—starting in no particular order.

1. CoorDown — ‘Assume That I Can’

The ‘Assume That I Can’ campaign authentically exemplifies everyday inclusion. From the casting and storytelling to behind-the-scenes moments where Madison Tevlin interacts with the director, it nails the saying, “Nothing about us, without us.” The campaign flips assumptions about disability, showing that individuals with disabilities are capable of far more than society often believes.

In the ad, Madison defies teachers, bartenders, and parents to prove she’s capable of far more than they think. It challenges the preconceived notions about what someone with Down syndrome can achieve, reminding us that capability isn’t defined by disability.

With 20% of the population living with a disability but only 0.06% of adverts telling the story, this campaign is a long-overdue call for inclusivity in advertising.

What makes it stand out is how it focuses on real, everyday moments, avoiding pity or inspiration porn. It shows how people with disabilities take control and defy expectations, challenging us to confront our biases and open our minds to their unlimited potential.

This comment from a parent brings this to life: 

We’d love to hear the follow-up impact of this campaign—has it shifted perceptions? What’s next? This campaign has set a new bar, and we’re excited to see where it goes from here.

2. Skims x North Face 

Kim Kardashian is the media personality everyone loves to hate, but her knack for landing game-changing collaborations is undeniable. The SKIMS x The North Face partnership brought together SKIMS’ signature sculpting silhouettes with The North Face’s outdoor durability, creating a collection that’s both functional and fashionable.

This collaboration is a value-add in every sense – blending The North Face’s rugged outdoor appeal with SKIMS’ clean-girl aesthetic, which we’ve all come to know and love. What we loved about this campaign is that outside of the social media buzz, both brands have not compromised on inclusivity, with sizes ranging from XXS to 3X. The result? A collection that sold out in five minutes and generated $5.4 million in media impact value, speaking to how inclusion still guarantees you a return on investment. 

While some TikTok discourse around the collaboration is mixed, mostly due to the collection's pricing, one thing Miss Kardashian is going to do is get people talking. SKIMS x The North Face proves that unexpected partnerships should be on your radar for 2025.

3. Burger King – ‘Bundles of Joy’

Who knew that a new mum tucking into a Whopper could cause such a stir? Burger King’s Bundles of Joy campaign dropped on the 26th of September—the day the most babies are born each year in the UK — and what a way to celebrate. With OOH, print, and a social film, the campaign beautifully captured an often-overlooked reality of motherhood.

It highlights an “unknown known” that hit home—many mums crave something greasy and comforting after giving birth. It’s not about showing some glossy or overly sentimental version of motherhood. It’s about those raw, real moments that most people don’t think to celebrate. 

Of course, there was pushback. Critics questioned whether it was exploitative to use childbirth as a marketing tool or irresponsible to promote unhealthy foods in such an intimate moment. But isn’t that the mark of a bold campaign? It sparked conversations about the untold realities of new motherhood, showing that it isn’t always about joyful tears or perfect pictures. Sometimes, it’s pure hunger and relief—a slice of normality amidst the chaos.

Burger King managed to tell this story without trying to be too clever. It’s a reminder that campaigns don’t have to shout to make an impression—they just need to meet people where they are, with a bit of humanity and a dash of heart.

4. Oatly – ‘Custard by Giggs’ 

If you were here last time, we highlighted six lessons brands can learn from this unexpected collaboration. Oatly’s latest campaign, with the Landlord, is a great example of how to nail this approach. It all starts with a singular insight: individuals of Black heritage in the UK are more than twice as likely as White groups to say they are lactose intolerant.

What do you get when you combine one of UK rap’s founding fathers with the UK’s biggest non-dairy brand? A conversation starter. This partnership wasn’t just clever; it was intentional. It engaged with Black British culture thoughtfully, avoiding the played-out stereotypes we all cringe about. Blackness isn’t a monolith; campaigns like this prove that representation can be nuanced. Why can’t a Black man from Peckham – who also happens to be lactose intolerant – enjoy custard?

The pop-up activation at Ayers Bakery in Peckham gave the campaign a personal touch and showed Oatly’s commitment to going beyond just launching a product. It wasn’t just about selling but authentically connecting with an untapped audience. 

Simply put, brands need to get more creative with partnerships. Sometimes, it can all start with a simple DM. Oatly’s collaboration with Giggs proves that a little creativity, backed by genuine cultural insight, can go a long way in creating fresh, relevant, and impactful campaigns.

5. 02 –  ‘Daisy The AI Granny’

Last year, AI was the force we all feared—threatening our jobs and raising concerns about privacy. This year, campaigns like O2’s Daisy the AI Granny show how artificial intelligence can be a force for good.

Context is key here: Why a granny? A third of over-65s fall victim to scams, and this demographic is often seen as more vulnerable to fraudulent schemes. Daisy’s charm lies in her relatability—she sounds like someone’s actual nan, bringing humour and heart to a serious issue. By creating Daisy, O2 raises awareness and makes the campaign feel just that bit human.

At Coldr, we’ve been tracking how AI has permeated brand communications. In 2025, we predict there will be more AI for good campaigns so brands can take inspiration from campaigns like this to communicate with audiences meaningfully.

Daisy highlights that it’s about brands being more innovative and experimenting with ways to use AI to address real-life challenges. With 7 in 10 Brits wanting to get their own back against scammers but over half (53%) unwilling to waste their own time – don’t we all want an easy life?

 6. Elf – ‘So Many Dicks’

This cheeky campaign proves two things: e.l.f. knows its audience and isn’t afraid to be bold—and that’s why it stands out. Sharp, funny, and packed with purpose, it showcases a genuine commitment to diversity at a time when performative brands are being exposed, and real inclusion efforts are under attack.

The “So Many Dicks” campaign uses humour to deliver a serious message about diversity in leadership, backed by the proven business case for inclusion—companies with diverse boards outperform their counterparts by 13% – e.l.f. isn’t just talking the talk; they’re walking the walk.

e.l.f. isn’t dipping its toes into marketing trends—it’s diving in. Popular with Gen Z and millennials, e.l.f. understands the post-influencer economy, where authenticity is key. With over half of its influencer partnerships focused on mid-size creators, the brand prioritises real connections over gaining clout.

This campaign makes you do a double take but delivers a powerful message—DEI isn’t going anywhere. This isn’t just about looking inclusive—it’s about living it. 

7. British Heart Foundation — ‘Til I Died’

The Until I Died campaign by the British Heart Foundation (BHF) is a powerful example of how brands can tap into sensitive topics with purpose. The OOH campaign, displayed across cities like London, Manchester, and Edinburgh, was strategically launched during the Euro 2024 football season. 

The craft and execution were sensitively handled, with 12 OOH displays representing the sobering statistics that 12 people under 35 are lost to sudden cardiac arrest death in the UK each week. This clever and direct approach tied the message closely to the cause, making the impact both immediate and personal.

By highlighting the tragic reality of sudden cardiac death, the campaign captured attention without feeling exploitative. It struck the right balance between raising awareness and respecting those affected. The campaign’s simplicity and clear call to action gave people a tangible way to support lifesaving research.

Brands can learn a lot from this campaign about the art of sparking conversations using the right tone at the right time without losing sensitivity.

Stories that stuck 

These campaigns aren’t just about selling products—they’re about real moments that connect. Whether it’s a mother taking a bite out of a Whopper or a woman with Down syndrome ordering a drink, the simple things make for a good campaign. From challenging societal norms to shedding light on overlooked truths, these campaigns show how creativity can spark conversations, drive awareness, and bring about real change. It’s not just about getting noticed; it’s about creating a lasting impact.