At reflexblue, we’re always on the lookout for fresh and innovative marketing campaigns that push boundaries and connect with audiences in creative ways. Lately, we’ve come across some campaigns that have not only grabbed our attention but have also highlighted how versatile and powerful marketing can be. From pushing back against AI to collaborating with unexpected partners, here are a few of our favourites.
Dove – No AI Campaign
In a world where AI technology is influencing every aspect of our lives, Dove’s “No AI” campaign is a refreshing reminder that some things are better left untouched by artificial intelligence. With this campaign, Dove takes a strong stance against the use of AI-generated imagery in beauty advertising, emphasising the importance of authenticity and real, human representation. It’s a bold move that speaks to the core of Dove’s long-standing mission to promote real beauty and challenge industry norms.
What we love most about this campaign is how it challenges not just brands, but consumers, to think critically about the content they consume. In an era of perfectly polished social media feeds and AI-generated beauty, Dove’s message that “real beauty is made by real people” resonates deeply. It’s a reminder that human flaws and imperfections are part of what makes us unique—and that’s something no machine can replicate.
Marks & Spencer’s – Mark Wright & Spencer Matthews
When M&S launched their new menswear line in collaboration with TV personalities Mark Wright and Spencer Matthews, we knew they were on to something big. The campaign is a playful nod to the fact that both celebrities share the iconic British brand’s name, but it goes deeper than just a clever coincidence. M&S has managed to create a campaign that feels accessible, stylish, and modern, while also tapping into the personal brands of both Wright and Matthews. Their laid-back yet polished looks make it easy for men to relate to the products, and it’s no surprise that other brands have jumped on the bandwagon.
What really stands out is how well M&S has used social media to promote this campaign. Influencers and well-known personalities are now driving the conversation around men’s fashion, making the line feel current and trendy. The buzz has also created a domino effect, with other brands seeing the success and putting their spin on their brand’s name to bring their own collections into the limelight, such as Matalan with employees named Matt & Alan promoting the brand. It’s a perfect example of how partnerships can elevate a brand’s image and reach.
The Cucumber Trend on TikTok
Let’s talk about cucumbers, and no, we’re not joking. TikTok sensation Logan has created a viral stir by showing the world how to create simple yet delicious cucumber recipes, and now supermarkets are cashing in on the craze. Logan’s videos are a masterclass in how user-generated content can influence shopping habits, with major chains even selling pre-sliced cucumbers to make it easier for people to jump on the trend. Yes, we’ve been influenced too—who knew cucumbers could be this exciting!
What we love about this trend is how it demonstrates the power of micro-influencers and short-form content in the modern marketing world. The fact that a young creator can spark a nationwide trend and actually affect supermarket offerings is a testament to how quickly things can catch fire on social platforms. It’s a reminder that even the humblest of products, when marketed creatively, can become a sensation.
Channel 4 – “Considering What?” Campaign for the 2024 Paralympics
Channel 4 has a reputation for bold and thought-provoking campaigns, and their “Considering What?” push for the 2024 Paralympics is no exception. This campaign is all about breaking down stereotypes around disabilities and showing that when it comes to sports, disability isn’t a factor—performance is. With the powerful tagline “Sport doesn’t care about disability,” Channel 4 is reminding the world that Paralympic athletes are, first and foremost, athletes.
We love the way this campaign challenges perceptions and pushes for a shift in how people view disability in sports. It’s not about tokenism, it’s about celebrating the incredible achievements of these athletes on an equal playing field. The campaign’s bold visuals and strong messaging are a masterclass in inclusive marketing, and it feels like a crucial step forward in how we talk about both disability and sports.
Gymshark X Surreal – “We Do Gym” vs “We Do Protein” Billboards
What happens when two fitness brands with different focuses come together in a playful way? You get Gymshark’s “We Do Gym” campaign paired with Surreal’s cheeky response, “We Do Protein.” These billboards, placed side by side, create a fun and competitive dynamic that instantly grabs attention. Gymshark is promoting their clothing line for fitness enthusiasts, while Surreal is all about high-protein cereal, making this a match made in marketing heaven.
Adding to the excitement, Gymshark and Surreal have now released a limited edition high-protein cereal together, blending their brand values to promote both fitness and nutrition. This collaboration not only highlights their playful rivalry but also underscores how two complementary brands can creatively work together to reach a shared audience. It’s competitive but playful – two brands lifting each other up (pun intended) whilst still promoting their own products. It’s a clever example of how marketing can be a collaboration rather than a competition, and it certainly left a lasting impression on us.
Monzo X Greggs – Pop-Up ATM
What better way to celebrate a new partnership than with sausage rolls? Monzo and Greggs recently teamed up to launch a pop-up “ATM” in Newcastle where instead of cash, you could get one of Greggs’ iconic sausage rolls. It was a fun and creative way to announce their collaboration and grab the attention of customers who love both Monzo’s digital banking services and Greggs’ affordable, tasty treats.
This campaign shows how unexpected partnerships can bring two seemingly unrelated brands together in a way that feels natural and authentic. We love how it taps into British culture with humour and a focus on what people genuinely enjoy. It’s an example of how experiential marketing can leave a memorable impression, blending the digital and physical worlds in a deliciously clever way.
We love seeing how creativity can turn even the most everyday products or partnerships into something special. These campaigns are proof that thinking outside the box, whether through bold visuals, clever collaborations, or the power of social media, can truly elevate a brand’s message.
