The 20 best brand campaigns of 2025

Welcome to our top 20 brand campaigns of 2025

Not the biggest. Not the most awarded. Just the ones we loved.

We break down why each one worked, what it tapped into, and what every brand should learn from it.

Warning: the email will be cut off because I’ve added links to each of the campaigns. View it in the app for all 20 and hit the heart while you’re there.

And drop the ones we missed in the comments. I’m sure there are many.

Enjoy!

Hit the links to skip to the bits you fancy

04:00 — FFERN // A fragrance brand you can fall in love with without ever touching it. Totally anti–fragrance tropes and pure ‘Instagram Premium’ energy.

09:30 — SALOMON // Loved this collab with the Gohar sisters. It nails where ads are right now: the campaign itself has to be the art piece. It takes the brand into the ‘fashion’ space perfectly.

13:00 — RAMP // B2B finally stopped being boring in 2025—amen. Fun campaign. And we love their Substack, Ramp Economics Lab too.

17:20 — BILT // A made-for-social TV show about NYC renters that didn’t even lead with the brand. Risky and smart.

20:35 — ARGOS // The UK’s equivalent of Sears turns its products into “art pieces” with five famous TikTok comedians. Funny and weirdly effective.

22:45 — NZ HERPES FOUNDATION // A nonprofit campaign done well. They leaned straight into stigma with elevated humor, not slapstick, and it worked.

25:10 — OURA // Silvers, sex, sports, longevity... all in one campaign. Give Us The Finger is edgy without trying too hard and completely reframes aging.

27:00 — REFY // Close-up lips, iconic older women, and zero “fixing.” Quiet, elegant, and genuinely aspirational aging.

28:45 — BOBBIE // Unexpected casting that makes total sense. And an amazing supporting cast of creators people have been following for years. This team keeps nailing it.

32:00 — MERCEDES-AMG // Highly social-friendly. Brilliantly shot. Cheeky and misbehaving at times. Entertaining always.

34:20 — ASTRONOMER // When the internet sets your brand on fire, you can hide, or you can shoot your shot. Making a moment of a moment can be a winning strategy.

36:05 — PALOMA WOOL // A mother of a campaign. Zero clichés. Not a Mother’s Day ad. Just great art direction.

37:50 — APPLE // A pop-up cubicle in Grand Central with the real cast of Severance, plus a fake self-help book. World-building so good it got people to watch the show.

40:05 — A24 // An 18-minute fake leaked Zoom call that tells you basically nothing about the movie. Funny because we’ve all been in that meeting. Great because the ad is a piece of culture in it’s own right.

44:45 — GAP // This brand remembered it could try again. A year of high-effort, optimism that seems to have woken up every CMO we talk to.

48:00 — BOTTEGA VENETA // Black-and-white hands, slow rollout, stunning photography. A simple idea, well executed.

49:55 — TOBLERONE // A staged airport tantrum that went viral. Triggering? Maybe. But interesting.

52:00 — DUOLINGO // The bird died, came back, and the internet broke. You remember it.

53:40 — YETI // A holiday campaign that makes both the outdoor-obsessed and their long-suffering partners feel deeply seen.

55:00 — TACO BELL // Letting people build the menu is risky. Letting them get voted onto billboards is even riskier. But love the participation.

All the campaign links can be found in Substack.

ABOUT

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +16K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

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