14 creative campaigns to know about today

Among today’s creative highlights, an Australian fashion retailer pulls off a fun livestreamed banner-ad stunt; Under Armour highlights athletes’ focus amid the noise of March Madness; and Whiskas tries to turn cat haters into cat lovers. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Ahadi Foundation In its first awareness campaign, the nonprofit sheds light on the often overlooked issue of injustices and discrimination faced by women with disabilities in the workplace. Titled “The Items,” a campaign film created by La Chose describes how a working desk wouldn’t carry the same prejudices and misconceptions about women with disabilities that humans do. Butterkist Climactic movie scenes are interrupted by couples enjoying the movie—and Butterkist popcorn—in a series of humorous spots from the KP Brand that break the fourth wall. The spots were created by St Luke’s. Corona The Constellation Brands-owned beer makes the beach—rather than celebs on a beach—the star of its first work from agency GSD&M. Jon Springer has more on the new campaign. Hostess Erika Wheless reports on the first ads for Hostess—maker of Twinkies and Ding Dongs—under The J.M. Smucker Co. The work aims to connect with a wider audience of sweet snackers, including fans of 4/20, marijuana’s unofficial holiday. The Iconic The Australian fashion company held an activation on Monday at one of its stores, inviting people to model its clothes and immediately become stars of the brand’s online banner ads. The customers modeled the styles in a content box that mimicked the size of a banner ad. The videos were livestreamed in shoppable banners across News Corp publications including Vogue and news.com.au and later featured in an outdoor site in Sydney’s Martin Place. Dentsu Creative was the agency. IFK Göteborg x Craft Sportswear The Swedish soccer team and the sportswear brand teamed up for a unique launch of IFK Göteborg’s 2025 jersey—using a rare photographic technical to ensure pictures of the kit never fade over time. The campaign is from Forsman & Bodenfors. Ikea Canada To raise awareness about the impact of poor sleep environments on sleep deprivation in children, Ikea Canada created a “Sleepless Lamp,” which flickers and dims throughout the night to represent disrupted sleep cycles in kids. Developed with Edelman, the campaign includes an immersive installation of the lamp at Scarborough Town Centre running from March 27-30. Ikea Canada also partnered with Furniture Bank to provide over 1,200 Sleep Well kits to those in need. Each kit includes a bed, mattress, pillow, bedding and soft toy. Liquid Death Kylie Kelce, currently pregnant with her and husband Jason’s fourth child, fronts a campaign introducing mini-kegs of Liquid Death, perfect for those who are expecting. Maple Leaf Foods The Canadian food brand is striking back at U.S. tariffs on goods with a campaign encouraging Canadians to buy native goods, even if it means buying from Maple Leaf competitors. Puma The sports apparel brand created a spot almost completely with AI, using so-called AI agents to design concepts, write scripts, generate high-quality visuals and, ultimately, finalize a commercial. Agency Monks led the campaign on the human side. Asa Hiken has more on the process. Ripple+ Using lead content found in just one illegal vape, aromatherapy diffuser brand Ripple+ and Publicis London created a “breathable bullet” to raise awareness of the harmfulness of vapes. The bullet measures just 0.3 millimeters, or 300 micrometers, in size and was made from 56.8 micrograms of lead. A 60-second film from Arts & Sciences director Quentin Deronzier dramatizes its creation. Under Armour The sports apparel brand worked with video creator collective RDCWorld on a March Madness series called “Let Them Talk,” with athletes who maintain their focus in a world full of opinions. The series launched with an episode starring the University of South Carolina women’s basketball team. Whataburger Lainey Wilson stars in Whataburger’s new ad, which shows the Grammy winner and her band making their ritual stop at the burger chain after a show. The spot was created by agency of record McGarrah Jessee and produced by Tool of North America. Whiskas The cat food brand launched a cat adoption program, beginning in Australia but going global later in the year, that aims to turn cat haters into cat lovers. The campaign has included cryptic OOH ads, as well as videos in which cat haters document their first experiences with a cat. There is also a “dislike algorithm” on TikTok—the more sceptics swipe past cat videos, the more they’ll be targeted to take part in the campaign. The work was made with CHEP Network, AMV BBDO, EssenceMediacom and Enthral. See all our daily creativity roundups here. See all of Ad Age’s 2025 Agency A-List winners here

14 creative campaigns to know about today

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