This campaign utilized humor and brutal honesty to destigmatize herpes, while still making it feel empowering. It was bold, unexpected, and unforgettable.

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O2 created a virtual AI grandma named Daisy who literally wastes scammers’ time to protect people from phone fraud. It was both funny and emotional, and it was incredibly effective. I love how they addressed a serious issue and employed a completely unexpected yet heartfelt approach. 

Indian Railways turned train tickets into lottery entries to encourage rule-following. It was simple, clever, and solved a civic problem through creativity.

Through this campaign, victims of domestic violence were able to discreetly get aid by using code phrases. It demonstrated how language can save lives in a quiet but impactful way.

IKEA tapped into late-night texting culture in the funniest, most Gen Z way possible. This ad was incredibly relatable and, honestly, a smart move to get people talking and shopping after hours.