06 Jan Creative PR campaigns that grabbed our attention in 2024
As we enter the new year, we’re looking back at some of the most memorable and unique creative PR campaigns of 2024. As we run through some of our favourites, it’s evident that showcasing a fresh perspective and creativity demonstrates that unconventional ideas often capture the most attention.
“Is it even a city? I wouldn’t come here, to be honest”
Embracing a dry sense of humour, Visit Oslo created a short promotional video with a deadpan local pointing out attributes of the city that he deemed undesirable. Walking around the beautifully scenic Norwegian capital, the narrator comments on how you don’t have to queue for restaurants, you can walk around the city in a short amount of time and how everything is so readily available you may even bump into the royal family. This tongue-in-cheek, self-deprecating approach resonated with viewers, setting Oslo apart from the more famous Scandi city break destinations like Stockholm and Copenhagen.
It’s time for ‘The Chicken Wine’
Rebrands often come with their risks, but La Vieille Ferme’s 2024 shift to “The Chicken Wine” embraced playfulness and boosted visibility. Inspired by the iconic chicken image on their bottles, the brand renamed the wine to reflect how it is already colloquially known around the UK. In an industry where prestige and heritage take the forefront, incorporating humour makes the brand instantly more accessible, with a new identity setting it apart from its competitors.
“London folds, why can’t your phone?”
To promote their latest folding phone, Samsung took the concept of “flexibility” to new heights by commissioning giant “folding” structures across London. The series of installations included a phone box, bench and London bus, with the brand making the ordinary extraordinary by bending the everyday objects, capturing the public’s attention and resulting in widespread press and social coverage.
Safety Hazard? Waitrose’s Wonky Billboard
Waitrose installed a deliberately ‘wonky billboard’ in Wandsworth to highlight the brands new lower prices. Installed at an unconventional angle, the display garnered attention not just from customers but also from the local council. Believing it to be a safety hazard, Wandsworth council cordoned the area off. In response, Waitrose posted on X: “thanks for the swift action but while our prices are falling rapidly, our billboard certainly isn’t!”
Hellmann’s ‘Club Classic’
Capitalising on the continued ‘BRAT’ obsession, Hellman’s gave out free ‘Club Classic’ sandwiches at Charli XCX’s first stop on her UK tour. Referencing the controversial banned tour poster, the sandwiches were packaged in clear plastic bags and branded with ‘Club Classics Arena Tour’ featuring the tour dates and Hellmann’s logo. In a year where BRAT was excessively overused in marketing campaigns, this stunt managed to break through the noise.
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