🔥 Top 5 Creative Campaigns of the Week

Spotlighting the most creative and impactful campaigns and rebrands of the week.

5/ Dove’s New Year’s ‘Unresolution’
Credit: Ogilvy

Dove’s New Year’s Unresolution campaign encourages women to ditch unrealistic beauty ideals and embrace body confidence for 2025. With the hashtag #NewYearsUnresolution, Dove invites women to let go of toxic beauty standards one belief at a time.

The campaign features Dove Real Beauty Talks, a body confidence education tool developed with experts to help women heal their relationships with their bodies. Based on insights from The Real State of Beauty: A Global Report, Dove addresses the alarming impact of societal beauty pressures, particularly on millennials.

💡 Why it’s great: It’s empowering and actionable.

@rikki

new years is my FAVVVVV time of year, but this time is a lilllll different 💅🏼🤩🩷✨ #newyearsunresolution ad @Dove Beauty & Personal Care #Do... See more

4/ Schweppes’ ‘SOFT’ Experience at NGV

Credit: Clemenger BBDO & Traffik

Schweppes invites visitors into a world of sensory indulgence with its ‘SOFT’ activation at the National Gallery of Victoria (NGV). Created by Clemenger BBDO and Traffik, this immersive experience aligns with the brand’s ‘A Sip for Your Senses’ platform, launched in November 2023.

From plush textures to ambient lighting and curated scents, the installation creates a tangible representation of “softness.” Guests can enjoy Schweppes beverages alongside a soothing score by Australian composer Jess Green. The activation also features a pop-up Schweppes bar at NGV Friday Nights, enhancing the experience.

💡 Why it’s great: Schweppes transforms its brand essence into an immersive, multisensory experience, engaging visitors in an unforgettable way.

3/ Crunch Fitness: Feel Good, Not Bad Campaign

Credit: Familiar Creatures

crunchgym

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Crunch Fitness capitalizes on the post-holiday fitness surge with the next chapter of its highly successful “Feel Good, Not Bad” campaign. Launched in 2023, the campaign has already proven to be a game-changer, and with the help of Familiar Creatures, Crunch brings a fresh spin to its messaging.

This phase, featuring a hero spot and a series of shorter versions, revives the “Feel Good” message, positioning Crunch as the perfect antidote to subpar fitness experiences and endless distractions. The spots feature quirky scenarios, like avoiding a ceiling accident at a restaurant, emphasizing how much better a workout at Crunch feels compared to life’s little mishaps.

💡Why it’s great: Crunch uses relatability to capture the attention of gym-goers looking for an affordable way to kickstart their fitness resolutions.

2/ Walkers Crisps’ Dry January Campaign

Credit: PS21

Walkers Crisps brings a cheeky twist to Dry January by spotlighting its Better For You snack range—officially 0.0% alcohol. The campaign pokes fun at traditional health messaging with actor Danny Dyer reprising his pub landlord role, serving “pints of crisps” instead of beer.

The campaign embraces humor across OOH, digital, print, PR, and shopper channels, with playful headlines like “We’ve said the 45% less salt thing too many times.” This campaign aligns with Walkers’ strategy to amplify its Better For You range ahead of new HFSS advertising restrictions coming in October 2025.

💡 Why it’s great: Combines humor, cultural relevance, and regulatory foresight, positioning Walkers as a fun yet health-conscious option during Dry January and beyond.

1/ Dunkin’ “Shake That Ess’” with Sabrina Carpenter

Credit: Artists Equity

Dunkin’ kicks off the new year with pop star Sabrina Carpenter in its fun new campaign, “Shake That Ess’,” celebrating the launch of her limited-time Brown Sugar Shaken Espresso.

The playful ad, created by Ben Affleck and Matt Damon’s Artists Equity, features Carpenter shakin’ up her signature drink to the tune of her hit single, “Espresso.” The ad mixes nostalgia and fun with a cameo by Carpenter’s grandmother. The frothy espresso blend, featuring brown sugar notes and oat milk, takes center stage, reinforcing Dunkin’s flair for celebrity collaborations that resonate with pop culture.

💡 Why it’s great: Combines humor, music, and star power to craft a memorable campaign while keeping Dunkin’ culturally relevant.

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