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Our favourite marketing moments of 2025

2025 saw a number of bold campaigns, from out-of-home ads plastered across London billboards to TV ads, and we couldn’t get enough of some of them! Here are just a few of our favourite advertising moments throughout the year, although there are so many more we’d love to include.

An image of a white billboard with the tesco logo upside down at the top, with pancake ingredients written out below in blue, also upside down

#7 – Tesco, Pancake Day

Tesco nodded to pancake day with an incredibly simple yet creative ad, just using a few words on a white background. The ad lists out pancake ingredients, ending with ‘Tuesday’ as a reminder of the big day, but the twist? This ad was flipped upside down, leaning into pancake flipping. As much as it’s a little bit on the nose, we still love these kinds of ads, where brand recognition is at the center of it all.

Image: Tesco Pancake Day billboard (BBH for Tesco, 2025)

#6 – Tinder, ‘Wherever It Takes You’

This campaign, which ran on TV, OOH, and social media platforms, took the real-life love story of WSL player Kerstin Casparij and her partner Ruth, turning it into an iconic short film celebrating how you can find love on Tinder. Timed to run alongside the Women’s Euros, this ad showed up on every game we watched throughout the tournament. Dynamic angles and lighting paired with a raw depiction of the couple’s first date to present day gave us all the feels, making this one memorable campaign. 

Image: ‘Wherever It Takes You’ (Le Pub for Tinder, 2025)

#5 – Oura, ‘Give Us The Finger’

This tongue-in-cheek line headed Oura’s campaign, nodding to the placement of the health tracking ring. OOH and TV ads feature older people taking part in sports and other hobbies, with strong imagery and videography focusing on the Oura ring in each shot. We loved how impactful and bold this campaign was, and how much it told you about the product in an instant.

Image: ‘Give Us The Finger’ image (Oura, 2025)

A top down image of Cadbury bars laying on a purple background

#4 – Cadbury, ‘Made to Share’

Cadbury’s big bars of Dairy Milk are intended for sharing, so to emphasise this message, Cadbury swapped its regular packaging with a creative marketing campaign. Splitting the bar into uneven portions, it shows how you should split the bar; a favourite of ours has a large portion for ‘who cooked’, with a smaller portion for ‘who cleaned’ and a much smaller portion again for ‘who ate’. This fun campaign was a proper conversation starter among the people around us, and got a good giggle out of us.

Image: Cadbury ‘Made to Share’ campaign (VCCP work for Cadbury, 2025)

An image of a Canva billboard with a person in a hi-vis jacket on a ladder in front of the billboard

#3 – Canva, ‘Make the logo bigger’

This playful advert goes to show how impactful billboard advertising can be, especially when you incorporate 3D elements which bring the advert into the real world. We saw a few cool 3D billboards throughout the year, but this one really got us talking in the office. This was just one of our favourites from the campaign, however the rest of the campaign was equally as engaging, including a billboard blending into the brick wall behind it to promote Canva’s background remove tool.

Image: ‘Make the Logo Bigger’ billboard (Stink Studios for Canva, 2025)

3 vertical adverts for IKEA opening the Brighton store, which feature close up imagery of three IKEA pieces of furniture, blending in with the colourful backgrounds. There is a yellow stool, blue drawers, and red chair

#2 – Ikea, Brighton store opening

Coming in at a close second is this creative OOH ad campaign by IKEA. Celebrating their Brighton store opening, they created a playful series of adverts showing their furniture with bird poo on them. A questionable choice (which we can imagine took a bit of effort to run past the management team), this definitely paid off. Vibrant colours and imagery align with the Brighton crowd. The end result was a shareable and engaging campaign that led to everyone being aware of their new store.

Image: IKEA Brighton store opening adverts (Mother for IKEA, 2025)

A billboard on a brick wall with a red London bus in the left side of the image, on the billboard is a picture of Heinz sauce with the words 'It has to be Bread' written on it

#1 – Heinz, ‘It has to be Heinz’

Our favourite ad campaign of the year had to be this well-executed yet simple campaign from Heinz. One of multiple clever uses of logoless marketing during 2025, Heinz has cultivated an iconic and well-known identity over many decades. This gives the Heinz creative team a lot of scope to produce eye-catching campaigns, playing into the heritage of the brand. This campaign featured multiple different posters and billboards with close-up images of Heinz products including beans, ketchup and mayo. Cleverly using the same type treatment for ‘chips’, ‘toast’ and ‘fries’ as the Heinz brandmark, the campaign speaks to the Heinz brand without even featuring its logo. From where we’re standing, this campaign is pretty much perfect.

Image: ‘It has to be Heinz’ billboard (Wieden+Kennedy London for Heinz, 2025)