
2024 SUMMARY: STRATEGY
2024 through the eyes of Anna Parysz
Interview published at the aboutMarketing editorial.
The most interesting campaigns and brand activities in 2024
The year 2024 was full of exceptional campaigns and brand activities that stood out for both their creativity and effective impact on their audiences. The key to their success was often strong insights, boldly addressed in activations and communications, excellent use of storytelling, and the ability to respond quickly to dynamically changing cultural trends. Particularly noteworthy was the fact that alongside the global giants, brands from hitherto lesser-noticed markets also marked their place on the international scene, as reflected in the awards given at this year’s Cannes Lions, among others.
One extremely moving project was the campaign ‘The National Sport of Kazakhstan’, which won Kazakhstan’s first ever Golden Lion at the Cannes Lions Festival in the Social & Influencer category. Created by agency GForce for the RUH Fighting Championship, it boldly addressed the issue of domestic violence, portraying it through the metaphor of the MMA ring. In place of traditional fight broadcasts, the campaign showed footage documenting acts of domestic violence, which sparked widespread public debate. This campaign not only opened the door for Kazakhstan on the international creative scene, but most importantly proved what a powerful tool well-planned communications can be, and it doesn’t matter if a big recognizable brand or agency is behind it.
And the ‘New Gen Energy’ campaign by Icelandic brand Orka, created by agency Brandenburg Reykjavik for Olgerdin, made history as the first award-winning campaign from Iceland at Cannes Lions. The project won the Bronze Lion in the Design category, thanks to its bold creation that capitalized on cultural change. As part of the rebranding of the Orka energy drink, the team challenged outdated macho stereotypes, creating an inclusive brand that appeals to modern audiences. One of the key elements of the campaign was a new package design, designed in the form of an ambigram that allows the logo to be read from any perspective, symbolizing Orka’s commitment to inclusivity and artistic expression.
From the big players, on the other hand, the Orange brand impressed with its ‘Women’s Football’ campaign. It was made in response to the need to raise the profile of women’s soccer and to draw attention to the challenges faced by female players. Orange created a series of video spots that initially featured spectacular on-field action, suggesting that men were the heroes of these scenes. In the second part of the campaign, it was discovered that the shots presented depicted female soccer players. This treatment was intended to confront the audience with their prejudices and stereotypes.
Changes and trends that prevailed in 2024
The year 2024 clearly showed that marketing and business operations are increasingly shaped by changing social expectations and the dynamic development of technology. Artificial intelligence (AI) has become a key component of marketing strategies, enabling brands not only to advance personalization of content, but also to automate processes to respond more quickly and effectively to consumer needs. In this context, short-form video platforms such as TikTok, YouTube Shorts and Instagram Reels have further consolidated their position as dominant communication channels. Brands faced the challenge of producing dynamic and creative content in a very short period of time in order to capture the attention of their audiences.
Importantly, the past year also showed what a powerful tool social campaigns can be. Award-winning 2024 projects such as ‘The National Sport of Kazakhstan’ and ‘Women’s Football’ by Orange proved that brands should touch on important, often difficult social topics. These campaigns showed that storytelling focused on real issues, such as domestic violence or gender equality, can not only engage emotionally, but also provoke social change and build authentic connections between the brand and the audience.
Challenges ahead in 2025
The year 2025 will bring several key challenges that will require thoughtful strategies.
First, advanced data analytics will become increasingly important. In an era of distracted consumers and changing trends, it will be crucial to better understand their needs and behavior. Leveraging this data in an ethical yet effective manner will become challenging.
The second challenge will be managing influencer partnerships. While influencer marketing continues to go from strength to strength, there are more and more crises related to controversy or unpredictable actions by creators. Brands will need to invest in more thoughtful risk management strategies, but they will also be exposed to crisis situations more often.
One important issue, too, will be the integration of ESG standards into daily activities and communications. According to the SEC’s Newgate ESG Monitor 2024 report, up to 69% of Poles expect companies and brands to be more transparent in communicating ESG-related activities, while 42% do not trust their current statements. This means that companies will not only have to implement more ambitious strategies, but also build trust through authentic communication backed by real actions.
