Stand out creatives in 2022

Good cause

IKEA’s seedball PR and social media campaign stood out for its unique interactive approach. They took arguably their most popular product and used it to collaborate with and promote the organization, WWF by encouraging their followers to make and plant seedballs. By harnessing the popularity of their meatballs, IKEA were able to raise awareness for not only themselves but WWF, issues related to sustainability and even helped the environment in the process.

Community

The Tesco Ramadan digital out-of-home (DOOH) campaign was one of the first that came to mind when we started discussing this article. Not only was it the first time the supermarket so publicly acknowledged the month but also was an engaging approach to inclusivity and reinforced awareness of the holiday. I loved the creativity behind the concept of the empty plates in daylight which transformed into a banquet full of food as the sun set.

Branding focused

McDonalds set of print and digital ads to promote their McDelivery service is a perfect example of harnessing already established branding with a deft touch. Their iconic colour palette and bold shapes lend perfectly to them pushing the more minimal design style which we’ve seen an influx of in the past few years. The subtle inclusion of the location icon to promote the new delivery service hidden in each food scene with the minimal copy “we deliver” is all they need to get the message across, further proof of how sometimes a little goes a long way.

Entertainment

Ryanair’s TikTok account is now classed as one of the most successful business accounts after pioneering multiple trends and going viral countless times. Rather than promoting sales they focus on creating engaging and humorous content to further their relationship with their customers.

Their social media team is known to be some of the most responsive to current affairs and trends not only on TikTok but on other social media platforms like Twitter, with the team behind Ryanair gaining popularity for creating viral memes out of negative customer reviews. This approach to digital marketing is only going to continue to gain popularity in coming years, with many brands already having begun to recognise the value of cultivating personality brand voice on social media.

Raising awareness

The common theme drawn from these examples is the multichannel approach to their brand awareness and utilisation of different platforms to reinforce their values with their audience. Brand marketers have long recognised the importance of creating ongoing conversations online and carrying that throughout their different channels rather than focusing on just one. These creatives show that brands who are likely to be at the forefront of customers minds as we come into peak are the ones who have been building awareness and focussing their messaging to really engage with their audience rather than purely concentrating on sales and promotions.

In summary