Creative Advertising Concepts

Decathlon chose to zoom in (literally) and take a different perspective. Their “Choose Your Way” campaign doesn’t push product features or promotions. Instead, it invites you in through close-up, tactile moments that make you feel something. These are memory triggers. Emotional cues. It’s simple, sensory and surprisingly powerful. A reminder that the most effective creative work doesn’t just show what something is. It makes you feel something about it. This shift didn’t come out of nowhere. Last year, Decathlon rebranded and it marked the beginning of a new chapter for a brand that had always been big, but rarely emotional. This campaign builds on that foundation. It shows what happens when you stop trying to say everything and focus instead on creating a feeling. You don't have to lead with product to make people care. You just need to show up in a way that resonates. Other brands are doing this too. British Airways rolled out its “A British Original” campaign with eye-catching out-of-home executions that use minimal branding and focus on expressions of wonder from people gazing out of plane windows. PepsiCo also nailed it with work that zoomed in on their logo hidden in plain sight on other brand packaging. A smart, subtle flex. It's all about shifting the perspective and zooming in to bring something visually interesting to life. What brand have you seen recently that made you feel something without saying too much?

Something I often say is, “money can’t save bad ideas.” As marketers, we often tend to resort to big media plans to boost our reach for brand campaigns, but at Duolingo we've learned that this approach is usually counterproductive. Over the last three years, we've designed our marketing organization to put creativity first - and the results speak for themselves: millions of new user sign-ups, 350M likes on TikTok, viral moments that break the internet, partnerships like our recent Squid Game activation that drove 100M+ organic impressions. I wanted to share a few key lessons we've learned as we've developed this creativity-first model. Of course, nothing is one-size-fits-all, but my hope is that other marketers find this useful: - 1. Make Content That Moves People  Years ago, we started with polished TV ads and carefully crafted messages meant to appeal to everyone. The impressions were there, but they were empty - lots of eyeballs but no visible engagement or impact on key metrics. Real success only came when we started creating moments that people actually want to engage with, not just see. Today we're reinventing what marketing can be, one viral moment at a time. 2. Let Strategy Emerge Through Experimentation I didn't come in with some five-year master plan. Every major win we've had - from our viral TikToks to our Super Bowl stunt - started as a small experiment or ideas that got us excited. This approach requires humility: you have to be willing to admit you don't have all the answers and let the experimentation guide you. 3. Creativity > Budget You can throw money at marketing problems, or you can solve them creatively. When we didn't have the budget for a full Super Bowl ad, we made a memorable 5-second spot...of Duo farting out a miniature Duo. Being resourceful forces you to think differently about impact versus spend. Of course, we spend a big budget on acquisition campaigns but not on building the Duolingo brand. But we've learned that throwing money at mediocre ideas doesn't make them better. 4. Let Your Team Run Wild When people have true ownership over their work and agency to execute their ideas, magic happens. We've found that having clear ownership and minimal bureaucracy leads to better, faster work. I don’t need to see or approve all our social content. The team will raise it with me if there is a question. Give your team the freedom to do big things and get out of their way. - I'd love to hear from you: what unexpected approaches have worked for your team?

Marketing isn't flat, it's embossed. The brands that stand out today don’t just tell a story. They carve it into the wall. While most designers are stuck thinking in screens, this Chinese mural artist reminds us that depth, texture, and emotion can and should be part of how we build experiences. Here’s what marketers can learn from embossed murals: 🔹 1. Texture builds memory Sensory depth (visual, emotional, tactile) makes things stick. Your audience shouldn’t just see your brand, they should feel it. 🔹 2. Form amplifies meaning Good campaigns combine bold aesthetics with narrative precision. The result: people don’t just scroll, they stop. 🔹 3. Platforms aren’t limits Whether you're on a billboard or a Reels video, the medium should serve the message, not restrict it. Think multi-sensory, multi-dimensional. 🔹 4. Interaction > admiration Great brands don’t want fans, they build communities that co-create and engage. Murals invite you in. So should your strategy. 🔹 5. Cultural identity drives uniqueness What makes your story different isn’t what you create, it’s where you come from. Real differentiation starts with authenticity. 💡 In branding, as in art, the most powerful messages aren't flat, they're sculpted from context, courage, and craft. Credits for the artist: Xiao Qi

This young brand, JACQUEMUS, stole the spotlight from giants like Gucci, CHANEL, and did €200+ million in revenue (The Business of Fashion). Let me tell you how. The world of fashion is a battlefield. It's dominated by established giants like Gucci, Chanel and more. But here's a surprising twist: a young brand called Jacquemus has managed to upstage them. So, how did this upstart disrupt the industry? Let's delve into the secrets behind Jacquemus' success – a strategy built on unexpected marketing. This is what the other brands did not do: 📍 Ditch the predictable: Not following the same social media playbook, Jacquemus created viral AI-generated imagery and design shops. This encouraged user-generated content on Instagram and more. They understand the power of unexpectedness, sparking conversations and excitement around their brand. 📍 Unconventional locations: Runway shows in lavender fields were unheard of before Jacquemus. The brand owns unexpected locations, making their brand synonymous with "Instagram material." Their choice of venue goes beyond just a backdrop; it becomes an integral part of the story they're telling with each collection. 📍 Unique product mix: Jacquemus prioritizes quality and differentiation over chasing trends. Think tiny bags and oversized straw hats – these are conversation starters! They offer pieces designed to make a statement. They understand that unique products can be staples in a world saturated with fast fashion. 📍 Strategic collaborations: By partnering with Nike, celebrities, and influencers, they expand their reach while staying independent. Jacquemus carefully selects partners that align with their brand image and values. These collaborations introduce the brand to new audiences while preserving their creative freedom and unique identity. The takeaway here is: Be bold. Be creative. Focus on being memorable and resonate with your audience. Jacquemus is like a masterclass in how even a young brand can disrupt the status quo and achieve breakout success. #fashion #brands #brandstrategy #success

If you're using AI for marketing, this is absolutely worth your time. It turns out that most of us may have been doing it wrong. 🫢 Researchers just published a massive study testing AI-generated ads against those created by humans. What they discovered challenges a lot of this early, conventional wisdom and defined some new best practices. 🤔 Here's what they found... ➡️ Asking AI to edit and polish our existing ads is where it performs worst. When researchers tested AI-modified ads, performance actually dropped compared to the originals. ➡️ But, when they let AI create ads from scratch, it was a different story altogether. A 19% improvement in click-through rates (CTR) versus the human versions. AI redesigns of product packaging had even higher performance boosts. 😮 ➡️ Telling customers it's AI-generated drove CTR to the floor, plummeting by 31.5% Transparency requirements are coming, but this validates the pain in performance. This is probably something that the industry needs to figure out fast. So, why do they think all of this happens? ➡️ When AI modifies existing ads, it loses that authentic feel that makes ads work. But creating from scratch, AI generates more emotionally engaging, visually fluent creatives that connect better with people. How could you put this into practice? ➡️ Use AI as your ideation engine at the beginning of the creative process. Generate 20 concepts in minutes, then let humans select and refine the winners. ➡️ For small teams, this is important. You don't need a massive creative department when one person who understands these principles can generate what used to take an entire team. tl;dr - Stop asking AI to fix your ads. Start asking it to reimagine them completely. 😊 This awesome paper is attached below for your convenience. #ai #technology #innovation #creatives #marketing

What if I told you that your commute time could buy you furniture? Sounds wild, right? Well, IKEA Dubai made it happen, and it’s pure marketing genius. Here’s how it works: When you walk into IKEA Dubai, every product has two price tags. One shows the price in dirhams, and the other shows the price in travel time. For example: A 49-minute drive = a coffee table A 2-hour commute = a Billy bookshelf A 5-minute trip = a veggie hot dog (yes, even snacks are on the menu!) The best part? They use your Google Maps timeline to verify your travel time. Just show them how long it took you to get there, and boom, your commute time becomes currency. But here’s where it gets even better: After launching this campaign, IKEA Dubai saw a 32% increase in-store visits and racked up $14 million in free publicity. They turned their biggest weakness - being located far from the city into their biggest strength. Why this works: It’s relatable: Everyone hates wasting time in traffic. IKEA gave that time value. It’s innovative: Paying with time? That’s a conversation starter. It’s inclusive: Not everyone has cash to spare, but everyone has time. This isn't just marketing. It's behavioral economics at its finest The campaign is a masterclass in turning a problem into an opportunity. It’s not just about selling furniture; it’s about creating an experience that resonates with people. #marketing #innovation #IKEA

Life is rich with everyday moments that matter.   At Cannes Lions International Festival of Creativity, I had the privilege of sharing insights about Finding Creativity in the Everyday, demonstrating how P&G brands bring creativity to life in everyday moments that matter.   P&G brands — Pampers, Gillette, Tide, Ariel, Lenor, Dash, Charmin, Bounty, Pantene, Head & Shoulders, Safeguard, Olay, Native, Old Spice, Dawn, Fairy, Cascade, Crest, Oral-B, Vicks and many more — live in the everyday. These brands are part of daily moments that matter in our lives, even if they’re used for only a few minutes each day. Those everyday moments offer tremendous potential for creativity.   For example, Safeguard’s campaign during Chinese New Year highlights that wonderful moment when you know you’re home when a loved one says, "wash your hands and eat" – with Safeguard, of course, to protect your family’s health. In India, Ariel’s "Share the Load" campaign brings to life a poignant moment of concern about taking care of the everyday tasks while away from home, but the confidence in knowing that the “home team” can handle chores like laundry with Ariel.  With the Head & Shoulders "I Don’t" campaign, we’re showing how using the brand every day can let you say “I don’t have dandruff” in whatever daily moment you may face.  And to support the 2024 Paris Olympics and Paralympics, more than 30 brands are bringing to life how they are everyday champions by giving the consumers they serve daily wins in performance – little wins, big wins, and even some fun wins!   How do we find creativity in the everyday?  Three actions: - First, find those everyday moments that matter. - Second, find how your brand matters in those moments. - Third, find the magic of a creative brand idea that makes those moments matter more. You’ll know you’ve found the idea when it makes your spine tingle – when logic and emotion come together to connect the dots in your mind and engage you in your heart and soul.  And even better, these are the best ideas that drive growth and value creation for brands and markets.    Follow along for more highlights from #CannesLions2024 and to see how Procter & Gamble brands continue to innovate and find creativity in the everyday.

Battle of the beer ads Which is better? Same company. Same location. Different brands. James Hickson spotted these two campaigns out in the wild. It caused quite a LinkedIn stir; hundreds of marketers had an opinion. But you know what beats a marketer's opinion? How actual customers feel. I've tested them with System1's Test You Ad on 300 "normal people" (not marketers) to understand and predict how these different ads will perform. I've researched thousands of #OOH campaigns, working with JCDecaux globally for the past few years. Advised the world's largest brands and agencies on creating outdoor advertising that works harder. And will be releasing a book on this at Cannes Lions International Festival of Creativity in two weeks. Linked the full research free in the comments but here's my take. 1. Stella Artois is a rare example of using a celebrity well. A consistent campaign over years and channels, committing to David Beckham until he becomes a brand asset around beer. In 2sec 84% of people could quickly spot this was Stella, crucial for lower attention channels like OOH. Getting high brand recognition early on boosts campaign recall by 54%! Camden Hells? Half of viewers had no idea what brand the ad was for after 2secs. Why? It's a huge product shot! Assets need to be famous and unique, and they need to actually get attention. Stella's use of character and an actual sense of place (a bar) draws active attention to the right places. Stella is also a large brand so is more recongisable. 2. They are both feel good. Leaving people feeling good in OOH doubles the commercial outcomes. Both these creative ideas build positive emotion, earning them about 3 Stars each in System1 testing. These ads will both build memories and change behaviour. 3. They will both build salience. Both ads build "beer", "refreshing," and "quality" associations for the brand. Important memories needed to bring the brand to mind in key occasions. 4. Attention. I asked the wonderful Nick Drewe to use their AI attention tool: "Both creatives showcase prominent branding, their product, and just four words to drive clarity through simplicity, but Camden Town Brewery's vibrant design, straightforward approach, and extra-bold elements supercharge attention. An unapologetically large beer and tagline yields nearly 70% greater dwell than Stella's more subtle execution." We see this in the System1 testing as well, Camden manages to hold 60% more attention when it gets it. Verdict? Two strong OOH ads. Too close to call! Both have stronger branding and emotional responses to the category average, building the right brand associations that will make a difference. Solid work from AB InBev Sign up here to get "Double Take" first, straight after Cannes. A new publication created using data from 1000s of OOH campaign data, linked to in-market effects for the very first time. Co-authored with the wonderful Beth Marchant: https://lnkd.in/gesN9nJ4

The Best Marketing Doesn’t Look Like Marketing! Imagine this: You’re walking down a busy street, and suddenly, you spot a massive cracked sidewalk with what looks like lava oozing out. People stop, take photos, and share them online. But wait—it’s not real lava. It’s a cleverly placed 3D street art campaign for a hot sauce brand. This is Guerrilla Marketing—low-cost, high-impact, and impossible to ignore. 🚀 🔍 Not About Big Infra, But Smart Placement Guerrilla marketing isn’t about big budgets; it’s about smart placements and unexpected brand interactions. Take IKEA’s “Stay at Home” campaign in Paris—where they set up cozy mini-apartments in metro stations, letting people experience their furniture in a real-life setting. Or Spotify’s UK campaign, where they placed interactive billboards with QR codes leading to personalized playlists based on the city’s mood. 📈 Why It’s The Future of Marketing Consumers are bombarded with ads daily, and traditional marketing is losing its charm. In countries like the UK and France, skincare brands are getting creative—placing “mirrors” in subway stations that show a filter-free reflection of people’s skin, prompting them to try products that enhance real beauty. In France, a sunscreen brand projected UV light-sensitive messages on walls, revealing hidden damage on people's skin—leading to spiked awareness and product sales. ⚡ The Power of Shock & Curiosity One small brand pulled off a brilliant guerrilla stunt that left the internet buzzing. Instead of using traditional ads, they leveraged curiosity and shock value to capture attention in the most unexpected way. Here’s what they did: They scattered flyers across busy streets, café tables, and metro stations with a dramatic headline - 🛑 "Rahul is cheating on Sakshi! 💔 Chats leaked! Scan the QR code to see." Naturally, people’s curiosity got the best of them. They scanned the QR code, expecting some juicy gossip or leaked screenshots… but instead, they landed on the brand’s website, where they were met with a bold campaign message. The message? "Just like you couldn't resist checking this, you won’t be able to resist our new product. Try it now!" 👏 Genius. The brand played on human psychology—leveraging curiosity, FOMO, and emotions to drive traffic and engagement at zero cost. Within days, their website saw a massive surge in visitors, their product gained instant visibility, and social media went wild discussing the stunt. 💡 Takeaway: Guerrilla marketing isn’t just about creativity but understanding how people think and behave. It can turn an unknown brand into an overnight sensation when done right. 🚀 Are you ready to surprise your audience? #Marketing #GuerrillaMarketing #Branding #Creativity #BrandBookFit

Durex just delivered a masterclass in ambush marketing using clever copywriting. In the recent Shanghai Marathon, Durex were in the news for their marketing stunt, which involved signage with clever copywriting. Photos of the signs went viral on Chinese social media (Xiaohongshu, Weibo, WeChat, Douyin). The clever wordplay was widely shared, discussed, and memed, giving Durex enormous free exposure. The campaign made a big impact and was praised in marketing circles for being bold, timely, and exceptionally creative in connecting their brand message to a popular public event. Despite not being an official sponsor of the marathon, Durex achieved significant marketing impact, even overshadowing some official sponsors in terms of online conversation. This is a great case study of how you can use low-cost guerilla marketing to great effect, especially with the amplification through social media. Not all the best marketing campaigns have to be expensive. It’s all about the connection. (No pun intended 😄) Image Credit: Radii_media (via Instagram)