2024 | Top 50 Creative Highlights

Our Top 50

This December our design team (the beautiful crew above) have been looking back at the work that inspired us in 2024.

The list is by no means exhaustive – there are many more contenders that have influenced our thinking and creative output – but it give us a chance to critically review the work of designers worldwide.

Find out more about how we assessed work on our blog.

Number 1: Tesco

Pure brilliance from BBH – creativity meets timeless brand strength.

Tesco’s iconic underlines already say it all. Pair that with striking photography of fresh products, spelling out their name in Grocery form!? Sold.

With confidence, Tesco show the world they’re the go-to for quality food.

In October, Tesco reached their highest market share since 2017.

Laura’s Pick

2: Eki Stamps

To celebrate Japan Railway Group’s 150th anniversary, Dentsu connected people to the infrastructure on a more personal level.

A digital stamp book that taps into Japan’s stamp-collecting culture.

With over 1,200 unique stamps representing stations, lines, trains, and staff, users can curate their own stories of exploration – notwo books will be the same.

Laura’s Pick (and Megs, but Laura beat her to it.)

3: Xi'an Centre

This Culture & Art Centre is positioned within The Jinghe New City, a growing hub for science and technology.

Zaha Hadid’s architecture blends gracefully with the landscape, echoing the valleys carved by the river of the Shaanxi province.

This project is in stark contrast to the ill fated Dubai project ‘The Line’

Simon’s Pick

4: Age UK

Sadly, we live in a society that values antiques more than it’s own ageing population.

Age UK urge us to reflect on how we treat our elders – those who have given so much, yet are often overlooked in their later years.

We also think it’s a gentle nudge to confront our own mortality.

Laura’s pick.

5: Nonna's Cam

Ryan’s pick.

6: Is That Heinz?

The “Is that Heinz?” campaign celebrates Heinz’s as the undisputed leader in the ketchup market.

Heinz have made it easier to spot the real deal, creating a label with the exact same Pantone colour as their ketchup.

This genius move has driven a 24% increase in authentic Heinz usage in Heinz bottles.

Laura’s Pick.

7: BA Windows

British Airways soar above the typical clutter of billboard campaigns, putting a fresh twist on the classic in-flight window shot.

Sharp imagery, subtle motion, and minimal design, BA reinforce their iconic brand status with originality and confidence.

Dave’s Pick

8: IKEA'S Big Blue Bag

IKEA’s Big Blue Bag is instantly recognisable, so spotting it on the hoarding at Oxford Street left us with no doubt, and plenty of excitement…

A new store’s arrival is imminent.

This is a perfect example of how a brand’s iconic colour and object can often say a lot more than a logotype.

Dave’s Pick

9: Maeving RM1

Just because it’s electric, doesn’t mean it needs to look electric.

Maeving set out to create a retro-inspired electric motorbike, perfect for urban living.

A major shift towards sustainability, the RM1 has become the best selling e-commuter bike and the design has attracted 60% first-time bike owners.

Riley’s pick

10: BBC "The squared eye boy"

Anyone who grew up with the internet will remember hearing the saying, “Too much time in front of that TV and You’ll go square-eyed!”

In this film, the BBC weigh-in on the screen time debate.

They argue that while screens can be negative, watching shows like Bitesize, Blue Planet, and even Strictly, screens can actually be a powerful tool for learning and self-expression.

Megan’s pick

11: ASICS

ASICS are promoting regular movement breaks at work.

Brian Cox may play the world’s scariest boss, but the real danger lies in staying glued to your desk.

As we learn from this ad, it doesn’t matter what you do – run, jump, roller skate, whatever – just make sure you move for your mind!

Mark’s pick

12: Greenpeace: Don't Stop

As corporations celebrate selfishly, Greenpeace truly capture how it feels to be someone who cares.

The music is ironic in that, if this continues, there won’t be a tomorrow at all.

This is a deeply moving and important film. Although, we do feel it could have wrapped up at 6:25 for a more powerful conclusion.

Mark’s pick

13: The Rewear Chair

A refreshing take on sustainability.

Instead of the usual “Wash less” message, EcoVer tap into the cultural truth of “The Chair” – that universal space for clothes that aren’t quite dirty, but aren’t clean either.

EcoVer have designed an eco-friendly, bespoke chair that encourages us to rewear our clothes, not wash them after one use.

Riley’s Pick

14: Trains, now on Uber

Not surprisingly, Uber faced a bit of a communication challenge when trying to expand into train ticket sales.

Despite having offered tickets through the app since 2022, sales were minimal.

Until their largest UK OOH campaign ever that took over every station in London, doubling ticket sales and tripling new users.

Megan’s Pick

15: Brambles

Blowing our own trumpet slightly here.

The Team was honoured to create a film for Brambles in support of World Mental Health Awareness Day.

But how do you inspire people to seek the help and resources they need?

For that, you need great communication. Check the link to see how we made it happen.

Cliff’s pick

16: Life extending stickers.

Around one-fifth of the food produced each year is wasted or lost. This is enough to feed 3 billion people

Makro Supermarkets provide a solution to the problem: stickers with a real purpose.

From underipe to overripe, the stickers align with the colour progression of fruits and vegetables as they ripen, offering fun, creative recipes at each stage.

That mushy avocado you threw? Could’ve made a delicious salad dressing.

Riley’s Pick.

17: Co-op 'The Receipt'

Half of people admit they don’t completely understand what it means for a business to be a co-operative, or how it can benefit them and their communities.

The Co-Op’s ” Receipt” campaign was a creative way to remind the British public of it’s brand’s core message: “Owned by you, Right by you”.

18: MullenLowe Rebrand

The MullenLowe Octopus has shed its rigid layers, removed the boxing gloves and revealed a more authentic, dynamic soul.

With a bold new look, the brand is more alive than ever.

MullenLowe are inspiring endless freedom, reinvention, and creative collaboration between agencies and clients.

Riley’s Pick.

19: Southeastern

We were thrilled to contribute to Southeastern’s summer leisure campaign.

Our drone footage captured some of the most stunning visuals we’ve created for the brand.

The sweeping vistas feel more like a timeless brand statement than a seasonal campaign.

Marty’s Pick

20: Tube girl

Tube Girl (Sabrina Bahsoon) has gone viral with 37.4 million likes on Tik-Tok.

What started as wind-swept, lip-syncing videos on the tube has turned into collaborations with brands such as MAC Cosmetics, Bentley, Valentino and Hugo Boss.

This is just one example of how brands are, and should be, harnessing the power of viral moments.

Laura’s pick

21: RSPCA Reposition

Animals are facing some of the biggest challenges in 200 years, and RSPCA are a powerful voice for change.

To better align with their mission, RSPCA reposition their brand to reflect everything that they do, striving to inspire everyone to create a better world for every animal.

This rebrand speaks to the importance of collaboration in tackling issues of today.

Simon’s pick

22: Pets at Home

For anyone who’s ever owned a pet, that heartwarming, tail-wagging feeling is one that brings us home.

Pets at Home’s embody this feeling with a subtle flick of a tail in their logo, representing the joy a pet can bring to our homes.

Sometimes, it’s just a small detail to show you truly understand your customers.

Laura’s pick

23: Don't drink and dive

1 in 4 drownings involve alcohol.

Malibu have strategically have paired with Tom Daley, a beloved and relevant spokesperson, to raise money for the Royal Life Saving Society UK.

Cheeky crochet beachwear designs carrying an important message, Malibu have stuck the balance between the serious and the entertaining.

Rachel’s pick.

24: Overlooked

“We’re always told to look up when we walk around a city, but what happens if you look down?”

Overlooked is a series of prints by Pentagram partner Marina Willer, who seeks to celebrate the hidden beauty of design found in everyday objects.

This campaign reminds us that beauty is everywhere, if only we took the time to notice it.

Marty’s Pick.

25: Nova Poshta: 20 years

Nova Poshta take us on a 20-year journey in just 1 minute.

This animation-style graphic shows all of their success, from Founder delivering goods from his car, to becoming the leader of Ukraines’s postal market.

Now, they’re ready to embark on their new chapter – Nova Poshta is coming to the UK!

Olha’s pick.

26: Trainline

How Mother managed to sell these ideas to the client is honestly impressive. They’re bizarre, yet somehow all work.

The OOH and social media applications are unreal.

This campaign is proof that thinking outside the box can really pay off.

Marty’s pick.

27: Curry's

You might not get the half of this, but it definitely made us want to head to Curry’s.

Gen Z’ers are writing the ads and poking fun at their own marketing bosses.

That’s trusting your people – or it’s very clever writing from an ad agency.

Mark’s pick.

28: Tomacaron

Tomacaron is the brand-child of Heinz Ketchup and France’s luxury brand, Fauchon, created for a one-off Valentine’s Day experience.

This unexpected pairing resulted in something truly unique…and it worked.

Both brands complemented each other, giving Fauchon global exposure, while elevating Heinz to a more premium clientele

Dave’s Pick.

29: UEFA Summer of Stars

Ryan’s Pick.

30: Barnado's Rebrand

“A much-needed dose of fun.”

Barnardo’s have evolved to be a place where every child can belong.

The typeface was created by asking the children to draw the first letter of their names, and reflect on how they’ve been feeling.

Their logo now embodies the individuality of each child’s voice.

Megan’s pick.

31: Incomplete Colour

Simple, yet powerfully, this metaphor highlights the value of green and sustainability through something everyone can understand: colouring pencils.

Featuring young children, this campaign serves as strong reminder that this is the generation who will bear the brunt of climate change.

Laura’s pick.

32: Ripley

In a much darker retelling of The Talented Mr Ripley, the design and art direction of Ripley follows the book much more closely.

The series is beautifully shot in black and white, capturing a side of Italy at odds with the usual colourful exuberance attached to most images of Tuscany.

Bob’s pick.

33: Hill & Szrok Butchers

In a world where computers are the primary tool for design, it’s refreshing to see craft being executed by hand.

This sign appeared outside Hill & Szrok Butcher’s  in Broadway Market, East London. And though it may seem a sea of hieroglyphics, the chaos draws you in and perfectly reflects their purpose and character.

Dave came away with typography inspiration and half-a-dozen pork and sage bangers!

Dave’s Pick.

34: Boots

This immersive-style piece of OOH advertising perfectly represents Boots UK ‘s brand strategy –  ‘Make More Room for Beauty’.

With an eye-catching 3D design, they display a selection of the wide range of products available at Boots.

It almost screams, “come see for yourself!”, pushing that in-real-life advertising and shopping experience that we’re lacking.

In this world of AI, this is what marketers will need to do more and more.

Cliff’s Pick.

35: Never done evolving

Nike and AKQA flexing their AI muscles here. This campaign felt like a celebration of that.

With Serena playing her 27th and final year as a pro, Nike show Serena Williams’ success like never before.

Harnessing the power of advanced AI and machine learning, Nike has brought to life a match between 1999 Serena and her evolved 2017 self.

Her first and last Grand Slam victory!

Simon’s Pick

36: Too much to watch

Studio Kiln’s ‘Too Much To Watch” grabs our attention instantly, mirroring the overload of information in the media today.

Aware of the risk of undermining serious topics, they balanced vibrant, inflated typography with the deliberate use of negative space.

Mark’s Pick.

37: Manischewitz

We’re loving this rebrand, especially after watching their new brand identity video.

Manischewitz have taken a step out of the Kosher aisle, now connecting with a much broader audience.

The brand feels familiar and comforting, evoking that warm, fuzzy feeling we can all relate to.

Both timeless and timely, Manischewitz  now embodies everything you’d want from a modern, traditional, family oriented brand.

Marty’s pick.

38: Tall Tales of True Deliveries

“FedEx spotlight the heroes who literally go the extra mile: their couriers”

This is fun idea with awonderful execution.

The painterly meets graphic novel style is full of vibrancy, and the expressive, characterful animations makes this whole campaign a joy to watch.

Oli’s pick.

39: McDonalds

There’s nothing about the humble hash brown that would hint such stylish, cut-through creativity.

Even without a single word, the concept lands with a smile-mind effect.

The line “Descended from Greatness” is absurdly perfect for something so Unworthy. Though, maybe millions of hash brown lovers might have a different take!

Ryan’s Pick.

40: KFC Tower

One where the format does all the heavy lifting.

Mother designed this campaign, and like most of the creative they do for KFC, it has very little copy.

And actually, it does not even need it. You just get it.

Simon’s pick

41: The Row LA boutique

Olsens Twins have completely reinvented the in-store shopping experience.

 82% of purchasing decisions still happen in store. Known for luxury clothing basics, Olsen twins have embraced this insight and transformed their LA store into a mid-century modernist villa, complete with a pool in the centre.

Olha’s pick.

42: Go Compare Rebrand

This could get anyone interested in insurance—it’s a really cute, yet considered take on an insurance brand, filled with illustration and fun motion design.

It definitely breathes new life into their infamous character, Gio, turning him into a lovable brand mascot of sorts.

Suddenly, insurance shopping feels easier, more enjoyable, and far less overwhelming. That’s a win in our book!

Rachel’s pick.

43: Waitrose Sweet Suspicion

Yeah, yeah, Christmas ads are exciting… but this one’s interactive!

A crime mystery, “Whodunnit?” of Who ate the pudding?”unfolds in two parts, leaving viewers on a cliffhanger and on the hunt for clues.

Nathan Ansell, Waitrose director notes  “Just like many Family Christmases, detective shows are high-stakes and high-pressure. We wanted to dramatize that.”

Olha’s pick.

44: Designers for peace.

An award-winning poster created by Toronto-based designer and good friend, Derwyn Goodall.

Ideal for framing, this vibrant piece serves to reveal and preserve the artists perspective on Russia’s war on Ukraine.

It was also selected for the traveling exhibition of the Graphic International Poster Competition, Designers for Peace: United with Ukraine.

Bob’s pick.

45: Strides

The challenge for West London Mission (formerly known as …) was to position their brand so it would inspire individuals to take those crucial first steps towards positive change.

The brand’s value proposition at the time simply didn’t resonate.

Today, their new identity, Strides, offers a refreshed visual solution that inspires optimism and motivates individuals to overcome personal challenges.

Cliff’s Pick.

46: Transport Museum packaging

The London Transport Museum’s new brand identity brings TfL’s heritage to life with a storytelling approach that elevates its retail experience.

With sustainability at its core, the eco-friendly packaging only invites further exploration through its narrative.

This rebrand is a thoughtful tribute to one of London’s most iconic design legacies.

Rachel’s Pick.

47: NEXT 2024

This is so Vucko. The true masters of simplicity in motion.

They blend sliding and stuttering motions with a deceptively skilled grace.

We even see it blazed across the Las Vagas Sphere – a very exciting canvas for motion work!

Oli’s Pick.

48: The Wombles

The OGs of sustainability, The Wombles, are back. With a refreshed brand identity, they’re just in time to celebrate 50 years on screen!

Staying true to their roots, their updated identity maintain’s their loveable charm, while making The Wombles more relatable and engaging for a new generation.

Rachel’s Pick

49: Lloyds

Too often, as brand designers, we experience trends in branding through the lenses of design blogs and other curated channels.

So it was a refreshing surprise to open the Lloyds app and see a whole new world come to life.

The brand truly has been energised.

Ryan’s Pick.

50: Ekwil

Ekwil is a brand dedicated to Floating Offshore Wind, and they stand by their brand statement – “Power Progress”.

Guided by a strong set of design principles, Ekwil drive continuous developments in offshore wind, setting the benchmarks for innovation.

Cliff’s Pick.