Lynx “Catnip” | Lola MullenLowe
In the past, fragrance maker Lynx has addressed mental health and toxic masculinity. Now, it is taking it to the next level, acknowledging how relationships have changed and the importance of cats. Winning over not just your love interest but their feline roommate is a wild and clever leap. This isn’t just a campaign, it’s a collectible piece of product innovation that’s fun, memorable, and strategically smart. It doesn’t try to save the world—it simply moves the brand forward in how we think about attraction today, and it does it by creating a whole product launch that includes social, traditional media, even some quirky OOH. Nothing not to love here. —Javier Campopiano, global CCO, McCann & McCann Worldgroup
2024 Paris Olympic Games Opening Ceremony
Bold. Provocative. Timely. And one of the most beautifully crafted celebrations of culture and creativity we’ve ever seen. Nothing like it came before—and odds are, nothing like it will come after. This one should win it all. —Jason Apaliski, CCO, Pereira O’Dell
Goldfish “Chilean Sea Bass” | Mischief @ No Fixed Address
With a flip of the packaging name, Mischief was able to reframe the classic snack and give you a laugh instantly. My refined middle-aged palate was suddenly thinking of a nice chablis pairing and an evening in watching The Taste of Things, or maybe Waterworld. The childhood snack of choice just became OK to adult with in public. It’s simple, it’s funny, and it got the grown up world to turn its head. —Matthew Woodhams-Roberts, CCO, Special US
Apple “Flock” | TBWA\Media Arts Lab
Apple turned an ordinary CCTV camera into a drone-like flying bird. The execution? Absolutely Hollywood-level sci-fi. But the idea? A brilliantly simple privacy twist. This one is definitely going to win big. —Thasorn Boonyanate, CCO, BBDO Bangkok
