2025 in review: the best marketing campaigns
2025 has been a year where brands dialled up creativity, cultural relevance and quick thinking to deliver impact. Whether capitalising on long-awaited pop-culture moments or shifting how we talk about big social issues, the best campaigns cut through because they understood the mood of the moment. We’ve similarly spent the year supporting clients delivering campaigns that matter and creating work that makes us smile, think and take notice.
Below, we caught up with members of the Freshwater team to ask them about some of their favourite campaigns of 2025 – what they were and why they stood out.
Kate Harvey, Director – Specsavers’ Oasis OOH takeover
“One of my favourite moments of the year was the Oasis reunion, and I loved how Specsavers jumped on it with a brilliantly timed out-of-home (OOH) ad. Leaning into the nostalgia, the billboard cheekily declared “The original blur rivals” – a clever Specsavers twist on one of British music’s greatest feuds, displayed just outside Wembley Stadium.
“After the tour kicked off in Cardiff – right next to our office overlooking the stadium – seeing Specsavers’ Wembley sight activation land so perfectly underlined how fast the reunion dominated the cultural conversation. Witty, sharp and totally on brand, it showed exactly how reactive marketing should be done.”
Elinor Rees, Senior Account Manager – Adidas ‘You Got This’
“For me, Adidas’ You Got This campaign was one of the standout creative moments of 2025 during the UEFA Women’s EUROs, which took place in Switzerland. Fronted by icons like Spain’s Aitana Bonmatí and England’s Alessia Russo, it reframed rivalry as something built on respect and determination, not hostility.
“Seeing Wales legend Jess Fishlock featured on a huge Cardiff OOH site – just around the corner from our office – made it even more special, especially during Wales Women’s first appearance at a major international tournament. Seeing the activations across Switzerland underlined how competition can be a positive, unifying force that pushes people forward.”
Nicola Roberts, Director – Beyond Equality ‘See What She Sees’
“I was really drawn to See What She Sees, a campaign by Beyond Equality that asks audiences to look at everyday situations through the eyes of women experiencing harassment or fear. It uses simple scenarios – shown from a woman’s perspective – to shine a light on how often safety concerns are ignored or dismissed.
“The message resonates strongly with our own work on the Welsh Government’s Live Fear Free “Call Out Only” campaign, which encouraged friends, family and bystanders to recognise controlling or abusive behaviours and challenge them, rather than blaming the victim. Both campaigns show how thoughtful and creative communication can make people stop, rethink their assumptions and ultimately act differently.”
Haydn Evans, Finance Director – Astronomer with Gwyneth Paltrow
“This campaign was a masterstroke and one that genuinely made me laugh. After Astronomer hit the headlines when its CEO and head of HR were caught on a “kiss-cam” at a Coldplay concert – a viral incident that led to both resigning – the company responded in a bold, unexpected way.
“They brought in Gwyneth Paltrow, ex-wife of Coldplay frontman Chris Martin, as a “very temporary spokesperson,” and let her lean straight into the awkwardness with deadpan humour and a product pitch instead of a grovelling apology. The clip caught people off guard and almost immediately sparked huge interest in what Astronomer actually does.”
Safa Ahamed, Marketing Executive – Jet2 Holidays TikTok takeover
“The Jet2 Holidays campaign that’s gone viral on TikTok shows just how powerful social media can be for marketing. Nobody would have predicted that a Jess Glynne track paired with the line “nothing beats a Jet2 holiday” would explode the way it has. In November, Jet2 reported that its slogan had appeared in 11.8 million social media posts, and the song was even named TikTok’s global Song of the Summer 2025.
“The sound has been used for everything from funny edits to serious topics, meaning people who’d never looked twice at the brand are suddenly curious enough to Google it. It may not have been what Jet2 intended when they created the ad, but they’ve absolutely lucked out.”
Antony Jones, Senior Consultant – Cadbury ‘Secret Santa’
“Cadbury’s Secret Santa campaign is always a favourite of mine, and this year’s version took things up a level. The mix of TV ads, digital iVans (as used by Freshwater), OOH posters with QR codes and AR (Augmented Reality) versions for static sites meant anyone could send a free bar with just a tap – a simple, generous mechanic that feels very Cadbury.
“It delivered strong pre-Christmas visibility and clever data capture, and almost certainly encouraged more people to explore Cadbury’s online festive shop, all while retailers hosted their own mini-postal services to keep the momentum going.”
Shannon Hunt, Account Manager – Currys ‘Sigh of Relief’
“Curry’s Sigh of Relief campaign really hit the mark for me. It showed disabled and access-needs customers finally being understood, and the relief – expressed through powerful sighs – became almost superhuman.
“What I loved most was how seamlessly accessible the advert was: BSL (British Sign Language), audio description and subtitles were integrated into the storytelling, not added as an afterthought. It proved how easy it is to get representation right when you commit to it from the start.”
Chris Knights, Director – Make My Money Matter
“The Make My Money Matter campaign carried a strong message about the social and climate impact of who you bank with and where your pension sits. Over the past five years, it has increased public awareness of the links between money and climate, influenced government and regulators, engaged directly with the financial sector and built a network of organisations working toward the same goal.
“The campaign developed a distinctive tone-of-voice, combining satire with a serious topic, and used a bank (excuse the pun) of celebrities to capture public attention, making it truly eye-catching. Getting people to change their behaviour is extremely challenging and this campaign delivers a powerful message that encourages people to make ethical choices about money matters.”
Omar Baggili, Content Manager – Paddy Power ‘Justice Refund’
“Paddy Power’s Justice Refund campaign delivered one of the funniest and most incisive cultural hits of the year for me. Bringing back Coleen Rooney in full Wagatha Christie mode to “investigate” the Manchester City FFP (Financial Fair Play) saga was a stroke of genius – especially because it meant refunding punters who’d backed the teams that finished second to City in the seasons now under scrutiny.
“From Manchester United and Liverpool to Arsenal in the more recent title races, the offer tapped perfectly into fans’ sense of injustice. It jumped on a national talking point, embraced the absurdity of football politics and turned frustration into entertainment. Smart, timely and built on exactly what supporters were already saying – which is why it landed so well.”
At Freshwater, our team of communication specialists understand what makes a campaign land – whether it’s through creativity, insight or standout storytelling. If you’re thinking about how to communicate your next big idea, we can help you develop a marketing and communication strategy that creates cuts through and connects with your audience.
Get in touch at hello@freshwater.co.uk to find out how we can Make it Matter for you.