The favourite campaigns of media buyers in 2024 were simple, humourous and tapped into the cultural zeitgeist.
Last year Barbiemania took the crown as 2023's most loved media campaign, with $150 million marketing spend (higher than the film's production cost).
Similarly, one brand rained more popular than others this year with Telstra's boundary pushing activations delighting Australian media buyers.
The list also sees many brands tap into cultural and celebrity moments such as the return of Bridgeton, Drake vs Kendrick drama, Charli XCX's Brat and the Taylor Swift Era's Tour.
While out-of-home activations were the favourite - print, radio, social media and TVC campaigns also grabbed the hearts of professionals.
Telstra’s Wherever We Go OOH
Telco Telstra has produced dozens of inspiring campaigns this year, but the outdoor activations for ‘Wherever we go’ takes the cake for the most loved media campaign of the year. The brand's Free Calls to Santa also dominated awards last year.
The way Telstra stepped up its media game has been a real standout, Accenture managing director of media strategy ANZ Chris Colter told AdNews.
"From pioneering gen-ai technology to transform dormant owned assets (phone booths) into direct lines to ‘Santa’, their absolute masterclass in brand-led out-of-home," Colter said.
"To being the first brand to use their sponsorships to unite footy codes to compound both their effectiveness they’ve been setting some high-bars for the rest of the industry."
'Wherever we go’s advertising creative pleases the eye is beautifully made and simply communicated (someone clearly understands how much info consumers take in when passing a billboard at 60MPH), says Initiative head of strategy Ali Coysh.
"Strategically sound too, recognising that even those in good coverage areas need to understand that when we migrate out of our metro bubbles, Telstra has you covered.
"It’s smart media planning and was beautifully unmissable."
PHD national head of strategy David Bielenberg said: "It's a great example of holistic connections planning and using media to bring an idea to life in simple and delightful ways."
The ‘Wherever we go’ outdoor activation is refreshingly artistic, whimsical and imaginative take on OOH, said WiredCo creative lead Joe Stuart.
"In a world where so much outdoor advertising becomes wallpaper, or worse an eye-sore, this brings colour and fun to the environment - whilst encapsulating a brand truth," Stuart said.
"Close to 3000 sites, including forty special builds help people rethink their relationship with the Telstra brand and move away from a corporate image. I look forward to each and every one in the series."
Telstra’s Better on a Better Network TVC
Another highlight for Telstra is its ‘Better on a Better Network' which is a 26 stop-motion films.
The campaign is a stand out for The Pistol head of strategy Emilia Chambers as breaking out of the ‘sea of same’ is not often seen.
"The combination of stop-motion animation and a cast of quintessential Australian characters (the father-son Krill duo from Busselton Jetty are my personal favourite!), creates an ad that celebrates the vast uniqueness of Australia, while smartly positioning Telstra as a community connector, instead of just a service provider," Chambers said.
Kia’s Getting a Ute TVC
The film, first launched during the 2024 NRL, is set in an outback bar and uses 20 Australian sporting legends to tease the arrival of a ute made for Australia. Interestingly the name of the ute was not overly revealed but playfully hinted at.
The integrated campaign then used the sporting stars' socials radio, OOH and a specially created mural to further its reach.
For a Korean original equipment manufacturer (OEM) to launch a ute into Australia is no mean feat, especially given it launched with no name, The Media Store CEO Stephen Leeds said.
"Within two months it delivered over 100 million impressions and 15,000 expressions of interest and was searched for more than the two market leaders," Leeds said.
"The perfect cohesion of creative working hand in hand with media. Targeted placement in not only ute heartland assets but in content aligned to the talent was strategically and tactically clever. I remember this had everyone at The Media Store talking!"
Ryvalmedia Sydney general manager Bianca Falloon loved that the campaign was launched during the Vegas NRL Opener.
"What a great opportunity to unashamedly showcase Australian culture with some of the toughest, most brilliant sportspeople we have," Falloon said.
"Despite the major use of celeb power – I also thought it didn’t overpower brand. I loved how the media planners also leveraged the social following of the talent, using them in a follow up campaign until the Tasman name was revealed."
The Kia Tasman ad was very impressive not just because it was a car ad that never featured a car (that was a great creative hook), Accenture managing director of media strategy ANZ Chris Colter said.
"But the way they atomised the content to enable the story encapsulated in the hero TVC to be expanded and injected into so many different cultural contexts and media platforms, keeping the campaign fresh and relevant for months afterwards," Colter said.
Specsavers 'Should've' at the Airport OOH
This campaign began as a TVC which follows a married couple Greg and Ella about to go on holiday.
But what grabbed more attention were the OOH executions which saw placements inside airports play off the possibility that the media vendor Should’ve Gone to Specsavers as they might have dispatched the wrong ‘welcome to’ destination creative to each airport.
Such a simple, yet effective extension of Specsavers latest 'Should've gone to Specsavers' Ad, says Ryvalmedia head of product and innovation Jonathan Henshaw.
"I have to admit that I did a double take when arriving at Sydney Airport during the year and seeing a 'Welcome to Melbourne' OOH ad," Henshaw said.
"An attention grabbing and memorable activation that extended the campaign and generated loads of earned media across social media and news sites."
WiredCo paid media lead Margaret Yee loved this campaign as it brilliantly executed using the humour they are so well known for.
"Like many others, I saw the ad across socials and news outlets days before landing at Melbourne airport, and that still didn't stop me from snapping a pic and sharing it myself," Yee said.
"Owning the airport journey by extending it out to Uber, and even at the exit gantry of the airport, was a seamless way of integrating the campaign across multiple touchpoints to help encourage brand recognition."
Bonds As Worn By Us OOH
As Worn By Us campaign is based on a road trip from Mullumbimby to Perth and Melbourne to the Tiwi Islands, capturing footage of everyday Australians wearing Bonds.
The campaign features over 100 photographic and video portraits of everyday Australians wearing BONDS – aged right through from 0 to 100.
Not only did this campaign celebrate Australians of every type rocking their Bonds with pride, but it cleverly leveraged data to capture authentic Aussie life—from infants to centenarians, Foxcatcher managing director Marcus Betschel said.
"Seeing people wear their Bonds with such genuine enthusiasm made it feel like a warm hug from your favorite undies," Betschel said.
"Plus, the large-scale visuals across Melbourne’s Parliament Station? Iconic."
The campaign stood out to Bench Media brand strategy lead Nate Vella when it launched in April and still makes him smile when he saw it on the side of a tram in Melbourne last week.
"It is a heartfelt celebration of diversity and inclusivity, something that BONDS continues to champion in every campaign they produce," Vella said.
"Ultimately, I love how the campaign captures the personal connections that Australians have to BONDS' iconic product range, utilising vibrant storytelling and relatable charm to blend the modern Aussie with a touch of nostalgia."
Duolingo’s Guerrilla Social Media Marketing
Duolingo's 2024 guerilla marketing tactics have masterfully leveraged meme culture and Gen Z irony, Wavemaker group strategy director Dani Davies said.
"By embracing the unhinged – from crashing Charlie XCX concerts to threatening 'kidnapping parents' with Christmas albums – they've achieved unparalleled social diffusion globally," Davies said.
"This high-risk, high-reward strategy bypasses conventional advertising, building authentic engagement and a fiercely loyal, almost cult-like following.
"Their somewhat menacing, but hilarious, distinctive brand tone and the ability to ‘make media’, demonstrates the power of disruptive, shareable content to hack growth and dominate cultural conversation across the globe."
Sharon Strzelecki's Google Ads Story TVC
Sharon's Google Ads Story might just be the longest YouTube ad to be loved and re-watched.
Strzelecki, played by comedian and actress Magda Szubanski, fronts the campaign which shows her using a range of ad tools to find customers for her ‘Bowled & Beautiful’ hairdressing business.
This campaign didn’t just speak to Aussies – it celebrates them, using a beloved national icon in a way that is fun, culturally on-point, and authentic, Orange Line paid media executive David Fechney said.
"By highlighting how Google Ads can support local entrepreneurs, from setup to customer acquisition, it showcases just how essential digital advertising is in today’s market," Fechney said.
"Simply put, it is a masterclass in leveraging authenticity to drive real business outcomes.”
City2Surf and Bref Partnership
Toilet cleaner Bref became the official toilet cleaning products partner at Australia's biggest fun run City2Surf.
In the lead-up to the event, Bref offered preparation advice to runners and distributed Bref samples.
On the day, influencers participated in the race to capture all the Bref action and generate buzz, spark conversations, and position Bref as the go-to solution for a cleaner, fresher life.
Mediahub Australia communications strategist Chloe Cripps said the brand tapped into a universal runner conversation around race day: toilet habits.
"From handing out products at the expo to a cheeky finishers’ 'poo-dium', Bref turned a very functional category into an emotive humorous moment in culture which got people talking," Cripps said.
AAMI Comes to the Rescue at the 2024 Grand Final TVC
National insurer AAMI again entertained AFL Grand Final fans this year with a stunt that saw the match ball go missing again for the third consecutive year.
The TVC sees a nationwide search featuring an all star cast including The Inspired Unemployed, Ryan ‘Fitzy’ Fitzgerald, Lee Lin Chin and hero Paralympian Alexa Leary kept viewers guessing right up until the ball was found at the MCG.
With over four million watching the Grand Final and millions more engaging online, this campaign made it feel like Australia’s answer to the Super Bowl (add Lee Lin Chin to the mix, and you’ve got me HOOKED), says OMD Melbourne Maz Fornasier.
"As a Brisbanite in Melbourne, I’m slowly (reluctantly) getting into AFL, and AAMI’s Grand Final integrations are a big part of that," Fornasier said.
"The way they mixed live segments with pre-recorded content and amplified across well-thought-out channels, really built the anticipation for kick-off and genuinely made me excited to watch a game. A game I barely understand the rules of at that!
"They’ve definitely nailed this activation and made it a ‘must-watch’ and I’m so keen to see how they top it next year."
Macca’s Big Mac Chant on Snapchat
The world's oldest burger chant was bought back this year, proving the Big Mac is ‘The Original Mouthful’.
Big Mac lovers from the '70s, '80s and '90s will remember the classic chant: "Two all-beef patties, Special Sauce, lettuce, cheese, pickles, onions on a sesame seed bun."
The second phase of the campaign was designed to encourage fan participation – and engage with the younger generation – through a partnership with Snapchat.
As Australia’s first AI game on Snapchat, users were rewarded for correct renditions of the chant in under four seconds. Powered by Snapchat’s speech recognition technology, the lens recognised and detected the correct list of ingredients from a trained machine learning model, to reward winners on the spot.
The campaign proves that great strategy can be timeless if execution can evolve, Avenue C managing partner of strategy Melissa Mullins said.
"Although the Big Mac had lost relevance with a younger demo, 'the original mouthful' product truth remained," Mullins said.
"Therefore taking the Big Mac chant out of restaurants and onto Snapchat was a genius move to reengage a new generation and get them singing 'two all-beef patties…' ."
Tourism Tasmania's Guerrilla Print Ad
Tourism Tasmania crafted a playful salute to Queen Mary of Denmark in a collaborative creative effort with BMF, as part of its Come Down For Air brand platform.
The guerrilla campaign’s domestic execution Becoming Queen. The only decent excuse for leaving ran in the Sydney Morning Herald and The Age.
Despite being very simple execution, SOLVD group media consultant Dan Caban loved this guerrilla print ad.
"I love how the print shows the power of timely executions against culturally relevant moments – not something always done so well," Caban said.
"From a media perspective it was great to see the use of a traditional medium in a nimble way creatively, when usually reserved and led by digital channels. The follow up LinkedIn post was a nice touch too."
Entering the Colour Era: How Taylor Swift and Dulux Broke the Media (Channels) OOH
The power of real-time DOOH placement and radio came together in Dulux’s own Taylor Swift campaign, as whenever a Swift song aired on Nova radio, it seamlessly activated a Dulux creative paint colour swatch creative with the song’s lyrics onto oOh!’s billboards, rail and street assets.
For example, when the song “Enchanted” aired on Nova, the lyrics displayed on Dulux’s paint swatches on oOh!’s out-of-home assets in synchronisation, creating an experience designed to celebrate both music and visual art creativity.
Dulux nailed tapping into cultural moments with this campaign during Taylor Swift's Australian tour, Wavemaker strategy director Zoe Edwards said.
"I remember it standing out at the time even amidst the Taylor Swift fever that took over the country," Edwards said.
"I loved the authenticity - Dulux stayed true to its brand identity, while still participating in such a big moment."
Toyota ‘Genuine Accessories’ TVC
While this campaign launched in 2023 The Media Store chief strategy officer Sam Cousins thinks Genuine Accessories has been very prevalent in 2024.
"I am a busy mum (who used to drive a Kluger) who used my car in exactly the way the ad shows," Cousins said.
"I have changed countless nappies in the boot, my kids continue to eat snacks and wipe their hands on the back seats, and we’ve watched sport and sunsets sat on the front of the car.
"This ad was borne of such deep insight into how people use their cars it is genius to connect an accessories campaign to this moment. Made me have happy memories each time I saw it."
Menulog's Drake and Kendrick Feud OOH
Australia saw many OOH campaigns this year that tapped into specific cultural moments, especially around Taylor Swift's arrival.
But Menulog might take the cake, when it jumped on the hype after Kendrick released a series of diss tracks targeting Drake.
Menulog's Drake and Kendrick feud billboard via Thinkerbell was so topical, witty, and timely – a masterpiece, UM Australia creative connections planner Caitlin Watters said.
"The placement in a peak hour hot spot drove tons of attention and was a great reminder of the brand on the way home around dinner time," Watters said.
"It highlighted Menulog's ability to deliver anything, even 'beef', making it both humorous and memorable."
Blak Tank
Enigma managing director of media Justin Ladmore went against the brief for his favourite media campaign by selecting one that hasn't gone live yet.
The media campaign was pitched by Enigma at IMAA's Pitch-Chella to grow awareness of Northern Territory Indigenous Business Network (NTIBN) and communicate the #buyblak message to a broader audience.
"The solution the team came up with, that ticked all of the boxes, was a new TV show concept called Blak Tank. Inspired by Shark Tank, Blak Tank is a TV program spin-off from the original TV show concept," Ladmore said.
"The Blak Tank TV series was to be produced and broadcast on a national scale, tapping into mainstream pop-culture, showcasing the investment potential of indigenous-owned businesses to a broader national audience, including the very important investor audience.
"These business success stories, now on the national stage, would encourage other indigenous businesses to start up as well as ensuring continued support from both investors and consumers.
"We are hoping for one of the networks to get behind it and produce it for us."
Cancer Council's End the Trend
‘End The Trend’ addresses the bad social norms of suntanning and champions being SunSmart through trusted voices.
The campaign saw a unique partnership with Indigenous Australian rapper JK-47 and Laneway Festival to raise awareness and encourage young Aussies to #EndTheTrend of skin cancer and create behavioural change.
"It’s the perfect example of combining audience passion points, thinking outside of the box and giving people a reason to engage," Atomic212 general manager of Sydney Ashleigh Carter said.
Netflix Bridgerton in Bowral Activation
Dearest reader, as a Bridgerton fan, This is Flow strategy director Sophie Stone was eagerly awaiting the latest season to watch the Polin love story unfold.
Naturally, she adored how Netflix transformed Bowral into the Ton for a week, bringing Bridgerton to life with Regency-style decor, an exclusive screening, and a garden soiree.
"Bowral was the perfect setting; choosing a quaint town over a major CBD enhanced the aesthetic of exclusivity and made the entire activation feel grander. It also put Bowral on the map, boosting its local economy with some of the highest sales of the year," Bauer said.
"The involvement of local businesses and the surprise appearance of stars Nicola Coughlan and Luke Newton (marking their first international stop for the Season 3 launch) added an extra layer of magic.
"The campaign’s reach extended far beyond Bowral, with invited influencers ensuring fans worldwide could experience it through social media.
"This campaign demonstrated how, when done right, immersive experiences and community engagement can create huge cultural buzz."
Kitchen Warehouse's Black Friday OOH
The out-of-home campaign saw cut-up, blended, spun and shredded billboards.
Kitchen Warehouse has mastered the art of intrigue, turning product features into captivating moments and breaking away from conventional billboard specs with a 2D design, Magic engagement manager Lizzie Baeva said.
"The Blender ad is a perfect example—one glimpse, and you're drawn into its details. Discovering each variation feels like opening an Easter egg, adding layers of fun to the experience," Baeva said.
St John Ambulance's Radio Ad
St John Ambulance Australia's latest radio campaign brilliantly showcases the power of audio storytelling.
By immersing listeners in a familiar scenario like a child's birthday party, it masterfully triggers the urgency of first aid knowledge.
"When I first heard it, I was instantly transported to that familiar situation and felt like 'I was there' or that it could have been me instead of that voice over actor… and it was truly powerful," ABL Digital Media CEO Loan Morris said.
"For me, this campaign is a shining example of how audio can engage emotions and drive a very impactful messaging and the importance of great creative let it be visual or audio."
Bluey Partnership with Bunnings
Within the Bluey world, Hammerbarn is a nod to the iconic Australian DIY and hardware store and bringing the cartoon world, into the real-world was *chefs kiss*, EssenceMediacom head of strategy Hannah MacAuslane said.
"Collisions in culture will always stand out, and ones that tap into the Aussie Zeitgeist drive considerable earned media," MacAuslane said.
"From rebranding 6 stores across Australia (even down to trolleys), to special products and Bluey-themed events it was a smart use of complimentary brand codes to drive Aussies in store."
The collab with Domain around the Bluey House going up for sale is another strong favourite.
"Together these campaigns further prove to me that the team behind Bluey are experts at content collaborations and selecting iconic and brave Aussie brands to work with drives the strongest and most meaningful collisions," MacAuslane said.
Loewe's Decades of Confusion TVC
Decades of Confusion takes viewers on a journey through a creative short film, based on iconic works from LOEWE’s archives, the film seamlessly transforms its heroine from the 1970s image to the 1980s Miami diva, then to the 1990s Texas socialite, clutching the classic Amazon bag, and finally adorned in a Coche from LOEWE’s Autumn/Winter 2022 collection.
This campaign brilliantly blends humour, nostalgia, and high fashion, EssenceMediacom head of strategy Hannah MacAuslane said.
"The luxury category rarely leans into humour, but Loewe did this exceptionally well. Helping the brand to stand out in the category," MacAuslane said.
"Aubrey Plaza and Dan Levy's charismatic performances bring a playful energy, making the campaign incredibly engaging.
"The clever nods to different eras make it a standout, showcasing how Loewe is both timeless, but also well versed in shaping brand love with tomorrow’s luxury consumer."
Woolworths' Fresh Fuels the Best in All of Us TVC
As an official sponsor of the Paris Olympic and Paralympic Games, this Woolworths TVC is inspired by the true story of Paralympic swimmer Col Pearse, whose family and local community helped him create a training pool in the dam on their family farm outside of Echuca, Victoria to train for the paralympics.
Set in his rural Australian community, the ad showcases the unwavering support Pearse received from his neighbours, who also provide the fresh produce that fuels his journey.
The campaign's emotional impact is amplified by the uplifting song "You Are Amazing" by Australian artist Alex Loyd and the ad execution alongside the Paris Olympics
The ad effectively connects with audiences on an emotional level while promoting Woolworths' commitment to fresh food and its role in supporting a healthy and successful life, Magna group investment director Rosey Brown said.
"Overall, Woolworths' Fuelling the Best campaign is a compelling and heartwarming story that had my kids singing along and declaring it as…. ‘My favourite ad is on'," Brown said.
Aldi's Go a Little Extra TVC
This year's Aldi Christmas ad Go a Little Extra followed an overexcited couple who are prepared to go a little too extra in preparation for Christmas lunch.
Aldi always has good Christmas campaigns, with last year's "Go Big on the Little Things" a funny (and slightly strange) remix of the classic (I've Had) The Time of My Life song, Magic performance executive Jameel Hussein said.
"They have come back with "Go a Little Extra," another awesome campaign that captures Aussie humour," Hussein said.
"I always appreciate campaigns that maintain a sense of humour, and Aldi excels at this. It's particularly important for an Australian audience to keep things enjoyable and entertaining, especially coming from a Kiwi," Hussein said.
AAMI’s Athletes in the Making TVC
This campaign is a masterclass in culturally resonant advertising, blending relatable humour with the emotional pull of Australia’s sporting spirit, OMD Sydney account manager Jason Heyes said.
"Strategically exceptional, AAMI owned the morning moment, capitalising on national excitement as Australians caught up on Paris Olympics highlights, placing ads in contextual environments aligned with fandom," Heyes said.
"A perfect example of brand storytelling, positioning AAMI as a brand synonymous with life’s unpredictable yet cherished moments. It’s a clever nod to the resilience of Australian families and the reliability of AAMI."
Consul Clean Sponsorship
Atomic212 chief strategy officer Asier Carazo's favourite campaign of 2024 is Clean Sponsorship by Consul in Brazil.
"It was a masterclass in showing how even low-engagement categories like whitegoods can become conversation starters when they find the way to being deeply relevant to their audience," Carazo said.
"Simple and brilliant use of media, it was one of the best I’ve seen in years, proving that a brand doesn’t need to be loud or intrusive to leave a lasting impact.
"Most importantly, Consul gave something back to their audiences and they paid back with a big expression of love."
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