2024 Campaign Launch Wins

Liquid Death: Don’t be scared. It’s just water.

Liquid Death distinguished itself in 2024 by continuing to attack conventions. Water has traditionally been seen as a pure, clear, and wholesome product. But Liquid Death maintained its bold and irreverent marketing approach in 2024 with several innovative campaigns.

What happened:
The year began with “The Biggest Ad Ever.” Liquid Death auctioned advertising space on over half a million cases of their product, allowing brands to bid for exposure, with the auction running from February 6-13, 2024. Liquid Death went on to become the Official Iced Tea of NASCAR, creating the “Liquid Death Can Zone” at the 2024 NASCAR Chicago Street Race. The activation included a vehicle hauler resembling a NASCAR pit stop, the Liquid Death Thirst Hearse debut, sampling opportunities, and data capture efforts. Their slogan “Kill Plastic Pollution” drew attention to their use of recyclable aluminum cans over plastic bottles, appealing to eco-conscious consumers. The brand partnered with the TV show “The Boys” for a campaign featuring the character “The Deep,” coinciding with the show’s season 4 premiere. The ongoing campaign depicted exaggerated scenes like forcing children to eat bags of sugar and smoke cigarettes. Liquid Death continued to focus on creating viral content, collaborating with unexpected partners, using humor in marketing, and emphasizing sustainability.

What did we learn from this campaign:
Liquid Death’s 2024 marketing initiatives force us to notice because they exemplify an innovative approach to advertising that disrupts conventional norms in the beverage industry. By auctioning ad space and forming strategic partnerships, such as with NASCAR and the TV show “The Boys,” the brand significantly enhances its visibility and cultural relevance, connecting with diverse audiences. This focus on entertainment-driven marketing connects well with younger consumers, who prefer engaging and shareable content over TV or print. Additionally, Liquid Death’s commitment to sustainability aligns with the growing consumer demand for eco-friendly products, positioning the brand as a leader in both environmental responsibility and modern marketing strategies. These elements collectively contribute to increased brand loyalty and a stronger market presence.

Liquid Death is essentially seltzer water. However, through bold, humorous, and unconventional advertising strategies, the brand has upended traditional hydration norms and established itself as a rebellious lifestyle brand.

Gap: “Linen Moves” and “Get Loose”

What happened:
Gap is back. This year, the American apparel brand dropped two campaigns fusing music and movement: “Linen Moves,” featuring pop singer Tyla wearing the brand’s spring linen collection in a re-creation of Jungle’s viral “Back On 74” music video, and “Get Loose,” with singer-songwriter Troye Sivan and dance group CDK Company wearing the seasonal collection of loose-fit denim and grooving to Thundercat’s “Funny Thing.” The social-first spots are part of an ambitious “brand reinvigoration” to connect the brand’s heritage with cross-channel, culturally relevant experiences. The campaigns racked up millions of views and repositioned the brand as a platform for creativity and culture.

What did we learn from this campaign:
Cultural nostalgia + contemporary trends = a winning combo. By leveraging viral choreography and celebrated recording artists, Gap is returning to “it brand” status by bridging its iconic legacy with TikTok culture. Strategic partnerships with today’s talents like Tyla and Troye Sivan amplified the campaigns’ reach, tapping into a younger, more diverse consumer base and fostering broad engagement. Social engagement and dance video re-creations extend the conversation online, and in-store experiences like curated playlists create an immersive customer journey offline. The takeaway? Sometimes the key to staying relevant is remembering what made you cool in the first place, and then adding a fresh spin to it.

Tinder: It Starts With a Swipe

What happened:
These days, dating has a bad rap. And online dating, well… Do we even need to explain?

At the end of all the flack and slander is Tinder, the online dating giant that has arguably reshaped the way people—especially younger generations—approach dating. Despite the craze, many have (understandably) grown jaded, accusing online dating of promoting shallow and vain behavior, and fueling a litany of insecurities that no one asked for.

But this year, Tinder dared to flip the script with the launch of its campaign, “It Starts with a Swipe.” Rather than championing its reputation as a “casual dating app,” Tinder demonstrated through its colorfully romantic ads how love of all varieties has the potential to spark with just a swipe. The point was not to demean any kind of relationship, but rather to celebrate the various kinds of connections that one might find on Tinder, conventional or otherwise, showcasing that meaningful moments can arise in the most unexpected ways.

What did we learn from this campaign:

As cultural attitudes shift, brands must learn to adapt their messaging in an authentic manner that exemplifies empathy and authenticity. Tinder understands that its core audience, primarily Gen Z singles, is redefining love and dating norms. A huge shift among young users is the explosive surge in LGBTQIA+ members, which is now the fastest-growing group on Tinder. They value deep connections, meaningfulness, and social responsibility. So, it met them where they’re at, championing non-heteronormative relationships and relaying messages of optimism and enduring love.

In addition, the campaign maintains a playful, lighthearted attitude that references specific and relatable moments that their audience would connect with—like “accidentally” leaving your toothbrush at someone’s place, or changing their contact name on your phone. It’s a breath of fresh air for an era of cynical singles in the modern digital age.

International Olympic Committee: Paris 2024 Summer Olympics/Paralympics

What happened:

The 2024 Paris Olympics shattered records in viewership, sponsorships, and ad spending by harnessing innovative storytelling across multiple platforms. Through a blend of art, culture, and sport, the event crafted emotionally resonant narratives that captivated audiences worldwide.

The opening ceremony celebrated sports legends, French culture, and pop icons, sparking conversations across generations. TikTok played a pivotal role, offering fans authentic glimpses into athletes’ lives—from relaxing at Corona’s beach hut to unboxing Procter & Gamble’s welcome kits—creating a powerful connection between athletes, sponsors, and viewers.
With over 12 billion social media engagements—doubling Tokyo 2020—and $1.2 billion in advertising sales (up 18% from Tokyo), the games reversed declining ad trends. Paris 2024 was a masterclass in modern event marketing, leveraging digital platforms and cultural narratives to leave an indelible mark on the global stage.

What did we learn from this campaign:

Identifying the emotional response you want to evoke is essential for shaping impactful strategies. Focusing on the feelings you wish to inspire—be it excitement, trust, or belonging—creates campaigns that resonate deeply with audiences and drive meaningful engagement.

Equally important is the ability to leverage partnerships with diverse brands. Collaborating with complementary partners expands reach, amplifies efforts, and maximizes returns. Whether through co-branded campaigns or shared distribution channels, these alliances tap into broader audiences and enhance credibility. Together, emotional clarity and strategic partnerships form the cornerstone of successful marketing in a dynamic marketplace.

Snyder’s of Hanover: Build a Snyder’s Pretzel Cabin

What happened:
This holiday season, Snyder’s of Hanover put a hilarious twist on the tradition of gingerbread houses. Inspired by the slightly unsettling idea that gingerbread people live in houses made of their material— the campaign introduced pretzel houses as a delicious alternative. The PSA-style ad kicked things off with a humorously dramatic take on this gingerbread dilemma, and the campaign expanded with a microsite, Pinterest boards, as well as TikTok content. The brand also offered tutorials showing people how to build their own pretzel houses, ensuring that no one is missing out on a beloved holiday activity in support of gingerbread people everywhere. The choice to use puppetry in the ad gave it a warm, nostalgic feel that instantly made it feel like a holiday classic.

What did we learn from this campaign:

• A simple idea can go a long way: The clever observation about gingerbread houses sparked a fresh and relatable campaign.
• The tone is key: Snyder’s found the perfect balance between humor and charm, keeping it playful without being over the top.
• Go where your audience is: By tailoring content to platforms like TikTok and Pinterest, the campaign felt authentic and easy to engage with.
• Interactive content drives connection: The tutorials for making pretzel houses turned a creative idea into something fun and hands-on for consumers.
• Thoughtful execution matters: Using puppetry instead of CGI added a nostalgic and handcrafted vibe, which helped the campaign stand out.

This campaign showed how Snyder’s took a holiday tradition and made it their own, blending humor, creativity, and interactivity into a memorable seasonal concept.