As we wrap up another year of creativity, innovation, and cultural moments, we’re reflecting on the campaigns and trends that defined 2024. From viral memes to groundbreaking brand partnerships, this year has given us some truly memorable content.
In this round-up, we’re sharing the campaigns that stood out and the trends that captured the attention of audiences worldwide. Whether it was the irreverent humour of TikTok memes or the rise of nostalgic aesthetics, we’ve seen it all, and we’re ready to get into what made 2024 such an exciting year in the world of marketing and social media.
January - Be Honest
The Beckhams' "Be Honest" Uber Eats campaign, launched in 2024, featured David and Victoria Beckham in a humorous and self-aware advert. The campaign centred around a clip from their netflix documentary going viral and made a spin with the Beckhams openly admitting their love for ordering from Uber Eats, despite their high-profile lifestyle.
The advert plays on the relatable, down-to-earth idea that even celebrities enjoy the simple pleasure of takeaway food.
February - Sad Hamster
Sad Hamster, aka Hamster With Big Eyes or Violin Hamster, is the adorable grey hamster that took over TikTok with its hilariously oversized, tearful-looking eyes. Paired with the dramatic "Woe Is Me!" tune by Richard Myhill (yep, the one from SpongeBob SquarePants), this little guy has become a meme favorite since February 2024, showing up in reaction images and all kinds of funny edits. It all started with an Instagram hamster named Tifa, whose photo was edited and posted by TikToker @afexix. on February 8th, 2024. The video racked up over 6.2 million likes in a month, and honestly, we get it — Sad Hamster just speaks to that universal "life is tough, but I’m cute" energy we all feel sometimes.
March - Coquette
The #Coquette trend really picked up steam in March, bringing back a soft, feminine aesthetic that's all about embracing delicate, vintage-inspired fashion. Think lace, soft pastels, and dreamy, romantic vibes, it's like stepping into a modern-day fairy tale.
Creators have been all over this trend, sharing looks that mix a bit of old-school charm with a fresh twist. There’s a certain elegance in the way these pieces celebrate femininity, with bows, frills, and ethereal touches bringing a nostalgic feel. It’s a fun nod to the past while making it all feel modern, effortless, and undeniably cute.
April - FoodTok
April was a big month for food lovers, with #FoodTok taking over our feeds with all sorts of culinary creativity. The food challenges that popped up this month not only sparked a wave of delicious inspiration but also brought people together through shared recipes and fun culinary experiments. From wild flavour combos to food art, #FoodTok became a space to explore new tastes, connect with fellow foodies, and, of course, have a little fun with food.
May - Bridgerton Month!
Claimed as the most in-demand romantic drama TV show, this spring, Bridgerton marketing activities span from limited beauty collections to marketing events on the streets of New York. This year Bridgerton powerhouse brought us a range of brand collaborations, infusing the show's Regency-era elegance into everyday items. Izzy & Liv at Target offers robes, pyjamas, and slippers that embody Bridgertons charm. The Bridgerton Artist Series at Netflix Shop featured unique creations from emerging artists, adding the show's beauty and diversity to everyday items. Primark's satin robes and teacups capture the series' romantic essence, with upcoming collections from brands like Selkie and Hot Topic promising to expand the Bridgerton magic even further.
June - Football Emergency
With EUROs at the door, the Women's Aid campaign for domestic violence awareness sent a powerful and impactful message. It brought attention to the concerning rise in domestic violence cases during major football matches, a reality that often goes unnoticed. The campaign used striking statistics, showing an increase in domestic violence by 38% when England loses and 26% when they win or draw, to highlight this issue and encourage the public to recognise and address it.
The use of statistics is especially effective in this case, highlighting the contrast between the festive atmosphere of football and the hidden suffering of many women. This approach not only raised awareness but also fostered a deeper understanding of how societal events can intensify gender-based violence.
July - Brat Summer
Heavily inspired by Charli XCX’s bold and rebellious vibe, “Brat Summer” turned into a cultural moment all about carefree energy and playful defiance. Her music, with its unapologetic confidence and genre-mashing creativity, was the perfect soundtrack for the trend.
Fans totally vibed with her "do it your way" attitude, embracing messy adventures, unfiltered selfies, and chaotic fun as their own acts of empowerment. Charli’s influence made Brat Summer more than just a trend—it became a movement that really captured her free-spirited and liberated aesthetic.
August - "Very Demure, Very Mindful"
The phrase "Very Demure, Very Mindful" was coined by TikToker Joolie Lebron, who first used it in a satirical video about workplace beauty etiquette, humorously recommending that people be “demure and modest and respectful at the workplace.” What started as a playful take on workplace expectations quickly evolved into a larger trend on TikTok. August saw this phrase gain traction, with users embracing minimalist aesthetics and mindfulness practices. The movement became all about intentional living, understated elegance, and finding peace in simplicity. Whether through calming, clutter-free spaces, quiet moments of reflection, or simple yet elegant fashion choices, the trend resonated with those looking to slow down and embrace a more peaceful, less chaotic lifestyle.
September - ASICS World Mental Health Campaign
September was all about mental health and prepping for the World Mental Health Day in October! Featuring the iconic Scottish actor Brian Cox as the “world’s scariest boss,” ASICS creative campaign shines a light on the silent damage caused by long periods of sitting. ASICS' global “State of Mind” study reveals that just 15 minutes of movement each day can work wonders for both your mental health and productivity. Encouraging office workers to take #DeskBreaks and share their stories, ASICS is making waves—raising awareness about mental health, supporting important causes, and sparking meaningful change ahead of World Mental Health Day on October 10th.
October - This and Yap
The "This and Yap" trend is all about having fun and being a little cheeky, especially in girly culture on platforms like TikTok. It’s where creators show off things they love—whether it’s a specific item, a look, or a moment—followed by some energetic commentary, usually exaggerated for laughs. The trend is a playful mix of confidence, self-expression, and celebrating everything feminine, from fashion to pop culture. It's all about embracing “girly” vibes, trends, and feelings with a bit of sass and humour, letting people dive into the latest trends while showing off their unique, fun personalities.
November - Cottage Core
Cottagecore, with its focus on cosy simplicity and nature, naturally aligns with the festive season, especially in the run-up to Christmas. This aesthetic’s warm and nostalgic themes—think handmade decorations, crackling fires, and rustic, snow-dusted landscapes—tap into the cherished traditions of a simpler time. On platforms like TikTok, creators lean into cottagecore during the holidays by sharing content like wreath-making tutorials, baking festive treats, and decorating with vintage-inspired ornaments. It’s a celebration of slowing down and enjoying heartfelt, nostalgic moments that resonate deeply during the most sentimental season of the year.
December - Pepe the King Prawn
Pepe the King Prawn meme, a quirky TikTok trend in 2024, centred around absurd humour and the unexpected relatability of Pepe as a concept. Creators use this iconic prawn to represent everything from existential crises to chaotic vibes, often accompanied by surreal captions or edits. Phrases like “Pepe emotions” and “Pepe energy” took on a life of their own, with the prawn becoming a symbol of small, random, but powerful feelings. The trend's randomness and its playful absurdity made it a perfect fit for TikTok's meme culture that is here to stay.
And here it is, the end of 2024! We hope you enjoyed reviewing campaigns with us this year and we can’t wait to share even more in 2025!
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