• Aha! Quotient
  • Posts
  • AQ #70: Wrapped : The Bold Moves that Redefined Brands in 2024 (Part - 3)❣️

AQ #70: Wrapped : The Bold Moves that Redefined Brands in 2024 (Part - 3)❣️

Rounding up the last set of bold campaigns that shaped marketing in 2024 in this series.

In partnership with

The end of another eventful yet gorgeous year is just around the corner. Hope that you’re taking it easy or exciting, whatever rocks your boat.

I personally, like to start and end my years on a calm, relaxing and easy notes instead of getting entangled in the notions of starting or ending “strong”. I no longer even go into reflective or planning modes, I just let myself be, enjoy the weather and the festivities all around me.

It would be interesting to know how you like it. I would read it with keenness if you feel like sharing it with me. Just hit reply to [email protected] and say hello.

On that note, let’s continue with our wrapped series going through all the boldest marketing moves that brands made across the world and market segments.

The Bold Moves that Redefined Brands in 2024

(Part - 1)

(Part - 2)

18. Breaking the Fourth Wall: IKEA’s “Room for Life” (Scandinavia)

IKEA’s “Room for Life” campaign turned its catalog into a streaming series. Each episode focused on how IKEA products transformed real families’ living spaces to suit their lifestyles.

This daring move blurred the line between advertising and content creation, making IKEA a brand that doesn’t just sell furniture—it curates lifestyles.

19. The Green Statement: Heineken’s “Brewing Tomorrow” (Netherlands)

Heineken’s “Brewing Tomorrow” campaign showcased its commitment to sustainability by launching fully recyclable beer bottles. The ads featured a behind-the-scenes look at the brewing process, focusing on eco-friendly innovations.

The bold move of tying sustainability to an indulgent product like beer resonated globally, especially with younger, eco-conscious consumers.

20. The Comeback King: Nokia’s “Phones for Life” (India)

Nokia returned to the spotlight with its “Phones for Life” campaign, promoting its indestructible phones as the ultimate tools for adventurers. It targeted Gen Z and millennials nostalgic for simpler, more reliable technology.

The boldness of this campaign came from its self-aware humor and a focus on durability over high-tech features, distinguishing it in the crowded smartphone market.

21. Unconvetional Collabs: Liquid Death’s “Casket Cooler and Corpse-Paint” (US)

When Liquid Death partnered with Yeti to create a $68,000 casket cooler, it was as audacious as it sounds. This outlandish collaboration wasn’t just about the cooler—it was about reinforcing their brand’s dark, irreverent humor.

Additionally, a surprise corpse-paint makeup line in partnership with E.l.f. Cosmetics took their daring marketing to a new level, proving that brand authenticity and audacity can go hand in hand.

This campaign captured public attention and went viral, relying on content-driven storytelling rather than traditional advertising.

22. Bringing Nostalgia Back: Chili’s 'Big Smasher BurgerTime' (US)

Chili’s leaned into 1980s nostalgia by reimagining the retro arcade game BurgerTime as Big Smasher BurgerTime. This digital campaign encouraged audiences to play against a fictional “evil Fast-Food Syndicate” while promoting their signature burgers.

With vintage visuals and a competitive gaming twist, Chili’s managed to connect with Millennials and Gen Xers while reinforcing their menu’s appeal. A creative blend of retro charm and modern digital engagement made this campaign a crowd favorite.

23. Minimalist Masterstroke: British Airways’ OOH Campaign (UK)

In a world dominated by cluttered advertisements, British Airways made an unconventional move with their outdoor advertising campaign. Their minimalist approach featured less than 25% of the iconic BA logo, with no additional text or tagline.

This bold tactic, created in collaboration with Uncommon Creative Studio, relied on the brand’s strong recognition and left onlookers intrigued. It was a testament to the power of restraint, simplicity, and confidence in brand equity.

24. A Parking Blunder That Stole the Show: Specsavers “Should’ve gone to Specsavers”

To bring their famous tagline “Should’ve gone to Specsavers” to life, the UK-based optical retailer staged a parking mishap in Edinburgh. By deliberately parking a car awkwardly on a public street, Specsavers created a spectacle that got people talking.

This experiential marketing stunt, developed with production agency Grand Visual, blended humor with real-world engagement, turning an ordinary day into an unforgettable brand moment.

Final Thoughts

These twenty four campaigns round out the list of the boldest marketing moves of 2024, highlighting how creativity, humor, and a touch of audacity continue to redefine the way brands connect with their audiences.

This list can go on to become way bigger but we’ll wrap it up here to move ahead with the behind-the-scenes trends that gave paved the way for future of marketing in 2024.

In this follow-up series, we’ll explore the quieter, yet transformative trends of 2024: AI’s deeper integration into storytelling, the rise of hyper-local marketing, sustainability’s role in brand strategy, and how brands are balancing purpose with profit and more.

This isn’t just a reflection—it’s a roadmap for what’s next.

Stay tuned…

I’d love to hear from you!

Share your thoughts, experiences, or questions about modern marketing.

Comment below if you’re reading it on our website or hit reply if you’re reading it in your inbox .

In the next edition -

Wrapped : The Unseen Trends That Shaped Marketing in 2024 (Part - 1)

What topics would you want to see here?

Hit reply (if you’re reading it in email) or leave a comment (if you’re reading it on the web) and tell me what topics, brands, or case studies you would want me to analyze, and I'll add them to my list of ideas. You’ll also get a shout-out.

Reply

or to participate.