Nailed or failed: The best and worst campaigns of 2019
Some campaigns from around the world in 2019 set a new benchmark for innovation, humour and social purpose. Others set back the equality cause, damaged brand reputations and tested consumers’ patience. David Sawicki reveals the best and worst from the year that was.
It’s been a fascinating year in ad world, with plenty of campaigns both good and bad to teach us a thing or two about how to succeed in our industry. As we move further into a post-digital world and the human side of advertising and marketing becomes more critical to success, here are my favourite campaigns of the year – and those that provide lessons on what to avoid in 2020.
NAILED
Aeromexico
My favourite campaign this year was Aeromexico’s DNA Discounts, created in conjunction with Ogilvy – the best-nailed creative I’ve seen in years, both from a consumer and political perspective.
I think nearly the exact opposite of your column would have been more accurate.
While I do not like Vegemite, you need to give credit where credit is due people. What about ‘PhilAusophy’ according to your own team this was a mistake that you have not mentioned as a fail here.
Too scared to put Gilette in the failed column in case you offend the transgender mafia?
Agree, it is a massive fail. I’m not anti diversity but I don’t understand why you would target at an audience that is so small while possibly annoying your core customer base. I will never buy them.
Another one that that I’m surprised is not on the fail list is Belong internet. Being a straight male (that pays for the internet) does not make me feel like I belong, guess that is why I’m with their competitors