12 creative campaigns to know about today

Among today’s creative highlights, Axe develops a catnip-scented body fragrance; Aviation Gin recruits baseball star Bryan Reynolds for an Opening Day gag; Schweppes visits Mars (with help from David Bowie); and Telekom uses the world of miniatures to warn of climate change. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Aviation Gin Ryan Reynolds appears with two-time All-Star outfielder Bryan Reynolds in an Aviation Gin campaign timed to Major League Baseball’s Opening Day. In the spot, Bryan proudly displays a bottle of the product and reads a script from Ryan—more of a soccer guy, honestly—claiming that Aviation Gin “always hits a triple play.” Axe A recent study conducted suggested 60% of cat owners wouldn’t date someone their cat dislikes. So Lynx, the Unilever brand also known as Lynx, developed a body fragrance infused with catnip—so you can impress the cat first. The campaign, from LOLA MullenLowe, includes the film below, directed by Andreas Nilsson. California Pizza Kitchen The restaurant chain launched what appeared to be a streetwear-inspired rebrand this week. But as Erika Wheless reports, it turned out to be a stunt. View this post on Instagram A post shared by California Pizza Kitchen (@cpk) Coca-Cola Jon Springer has the story about the return of the “Share a Coke” campaign, this time with digital tools to further personalize the experience for Gen Z. Dove Earlier this year, Dove launched a music-video style ad for its Whole Body Deo range that that celebrates women and their bodies through movement and song. It proved popular enough that the brand has now releasing a 90-second version. Written and performed by artist, actress and producer Chika, the track is a creative remake of the 2002 hit “My Neck, My Back,” originally written and performed by Khia. The campaign is from Ogilvy UK, New York, Chicago and Social Labs (creative and production). Guinness The beer brand made innovative billboards in Shanghai, where passersby could pour a pint and a camera inside the tap captured the pour in real time and streamed the footage on the billboard. Participants could also sign their names, with their personalized product shots appearing on ads around town, on TV and in social media. Fred & Farid Shanghai developed the creative. Guinness faces steep challenges in China, where less than 0.1% of consumers have tried the iconic stout, due to hesitation about its appearance. Intuit The financial brand stepped into the wellness category by holding a financial wellness retreat last month for creators, organized by agency Movement Strategy. Kimpton The hotel chain is embracing the trend of “tattourism”—tourists getting tattoos of places they visit—through a partnership with Tiny Zaps, a tattoo studio specializing in tiny tattoos. Beginning in April, five Kimpton locations will provide complimentary, exclusive inked designs at pop-up events. Pepsi Restaurant-goers in Brazil were allowed to order a dish of their own creation and imagination for Pepsi’s latest campaign “Your Bites, Your Rights.” Created by Ampfy, the campaign tapped AI to mix and match ingredients to create new dishes for Priajá, a Rio-style bar and restaurant in São Paulo, paired with a Pepsi. The campaign is part of the brand’s “Better with Pepsi” platform. Schweppes The beverage brand travels to Mars in a new spot from TBWA\Paris that makes use of David Bowie’s “Space Oddity” to frame an astronaut going rogue. Tiffany & Co. x Pantone The luxury marketer launched an environmental campaign connecting its iconic blue with the color of oceans around the world. In partnership with Pantone, the “1837 Blue” campaign leverages one of the brand’s most recognizable assets as a driver for ocean preservation awareness, as a similar shade of blue is found in many seas where marine life is at risk. Agency L&C is behind the campaign. Telekom A campaign from Grabarz & Partner in Germany uses the world of miniatures—specifically, Miniatur Wunderland in Hamburg—as a backdrop to tell a frightening story about the effects of global warming. A short film dramatizes an actual AR experience at the venue, where visitors can experience first-hand the consequences of climate change while looking at the miniature worlds. See all our daily creativity roundups here. Enter the free 2025 Young Creatives Contest here

12 creative campaigns to know about today

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