🎯 Top Marketing Campaigns of 2025

From the flashy aesthetics of the early 2000s to imaginative, comedic takes on modern love — these standout brand campaigns have rightfully earned their place in the conversation about the best marketing of 2025. Some tap into nostalgia, while others break away from conventional formats by approaching advertising from unexpected angles. What unites them is a bold rejection of the generic and predictable.

They remind us that glamour, humor, and retro style still have the power to captivate today’s audiences. These campaigns demonstrate that creativity, authenticity, and the courage to defy norms are the true cornerstones of successful marketing. As 2025 unfolds, these trailblazers are sure to inspire the next wave of breakthrough brand moments.

Bottega Veneta – “Craft Is Our Language” | 50 Years of Intrecciato (May 29, 2025)

In early May 2025, Bottega Veneta captured public attention with a quietly elegant 60-second teaser. The video featured nothing more than intimate, close-up shots of artisans hand-weaving the brand’s iconic intrecciato leather—no models, no products, no voiceover except a soft, repeated whisper: “Craft is our language.” The screen simply displayed the timeline: 1975 → 2025.

Despite being released exclusively in cinemas and on Bottega’s newly activated social channels, the campaign was instantly hailed as one of the most powerful marketing efforts of the year. Remarkably, it promoted no single handbag, yet it sold the brand’s heritage and values with striking emotional resonance.

Within 48 hours of its release, searches for vintage intrecciato-style products rose by 70%, and bookings for artisan studio tours in Vicenza, Italy (home of the brand’s original workshop), were fully sold out through summer.

Critics didn’t just call it one of the best marketing campaigns of 2025—they praised it as a “historic piece of advertising that captured the soul of craftsmanship.” Some even described it as “a quiet, meaningful response to a market dominated by fast trends and overstimulation.”

This teaser redefined the meaning of understated luxury—an “invisible ad” that cut through the noise by celebrating silence, tradition, and timeless skill. It proved that true luxury isn’t loud—it’s crafted.

Jacquemus – “Monte-Carlo Beach Club” (May 26, 2025)

In May 2025, Jacquemus captured attention with a playful yet luxurious campaign that stood out for both its tone and style. Shared via the brand’s Instagram, the video promoted its new store opening in Monte-Carlo by inviting viewers into a dreamlike fictional world called “The Jacquemus Beach Club.”

The video portrayed an almost absurd level of perfection—crystal-clear ocean waters, pastel-drenched tranquility, and an atmosphere so curated it felt artificial. A soft voiceover assures the viewer that “everything is taken care of,” humorously adding, “we’ll even watch your dog.” The soundtrack is dreamlike, the visuals are Mediterranean, and the entire aesthetic is intentionally hyper-stylized—offering a tongue-in-cheek commentary on the over-orchestrated nature of modern luxury experiences.

What made this campaign one of the standout marketing efforts of 2025 is its ability to celebrate and satirize luxury at the same time. Jacquemus once again proved its strength in low-effort, high-impact storytelling. The soft pastels and slowed pacing turned Monte-Carlo into a stylized, emotionally curated fantasy—part vacation, part visual poem.

Among this year’s marketing innovations, The Jacquemus Beach Club campaign offered a fresh take on traditional luxury branding. It cleverly asked, “What does a perfect paradise really look like?”—and answered it with a wink. Unsurprisingly, the campaign is already being cited as one of the top fashion storytelling moments of 2025.

Zara – 50th Anniversary Portrait Series (May 15, 2025)

To mark its 50th anniversary, fast fashion giant Zara launched a striking black-and-white portrait campaign that brought together original supermodels Naomi Campbell, Linda Evangelista, Christy Turlington, and Cindy Crawford—shot by legendary fashion photographer Steven Meisel. The portraits echoed Meisel’s iconic Vogue-era aesthetic from the 1990s, but with a contemporary twist: they were presented alongside members of the Gen Alpha modeling generation, merging past and future into a single timeless frame.

The campaign quickly went viral on social media, as side-by-side comparisons of the new and vintage photos were widely shared. It was instantly hailed as one of the most memorable marketing campaigns of May 2025.

Zara complemented the portraits with a behind-the-scenes mini documentary series titled “Behind the Lens Together”, which garnered over 18 million views on YouTube within the first four days. This further emphasized the power of editorial-style storytelling in modern marketing.

The result? Sales of Zara’s limited-edition 50th anniversary capsule collection rose by 8%, and the campaign was widely praised by the media as “a masterclass in generational storytelling” that resonated across age groups.

By embracing both historical symbolism and broad accessibility, Zara solidified its place among the top marketing campaigns of 2025, proving that even mass-market brands can create emotionally rich, era-defining narratives in the modern age.

Zendaya x On – “Zone Dreamers” Artistic Campaign (April 15, 2025)

Swiss sportswear brand On secured its spot among the top marketing campaigns of 2025 with the cinematic release of “Zone Dreamers”, a collaboration with actress Zendaya. Rather than traditional product shots, the campaign took the form of a surreal, futuristic film trailer—introducing the new Cloudzone sneakers and the accompanying Zendaya Editapparel collection.

Zendaya’s star power brought an unexpected sense of luxury and visual drama to On’s typically minimalist aesthetic—marking a bold and boundary-pushing evolution for the brand. “Zone Dreamers” leaned less on technical specs and more on emotion, lifestyle, and visual storytelling, portraying the sneaker not just as athletic gear, but as a symbol within a highly stylized dreamscape.

Among April’s standout marketing moments, Zone Dreamers truly distinguished itself for its seamless fusion of cinematic art direction, creative storytelling, and functional sportswear. The campaign demonstrated how fashion, performance, and aspiration can merge into a narrative that transcends product—and becomes an experience.

Levi’s x Beyoncé – “Refrigerator” Campaign (April 14, 2025)

As part of their ongoing REIMAGINE creative series, Levi’s and Beyoncé released “Refrigerator”, a retro-inspired short film that debuted in mid-April 2025. The campaign reimagines one of Levi’s most iconic commercials from 1988, now set in a sun-soaked, Americana-style diner along a dusty roadside.

Beyoncé stars in the spot wearing classic Iconic Western Shirts and 501 Shorts, channeling a bold vision of American heritage. The video also features Willie Jones, a standout from her Cowboy Carter album era, reinforcing continuity and cultural connection across projects.

“Refrigerator” was instantly hailed as one of April’s standout campaigns—celebrated for its seamless fusion of nostalgia and modernity. It’s a masterclass in cultural storytelling, proving how a brand like Levi’s can bridge past and present while honoring its roots.

Successfully reviving a historic campaign requires authenticity, craft, and vision—and Levi’s, with Beyoncé at the helm, delivered all three flawlessly.

Billie – “Scratch-and-Sniff Armpit” Billboards (April 5, 2025)

One of the most creative marketing stunts to liven up city streets in 2025 came from Billie, the body care brand known for celebrating natural, unapologetic femininity. The brand launched a series of massive scratch-and-sniff billboards across New York City, featuring armpits that passersby could literally scratch and smell—giving them a real-time sample of Billie’s new deodorant.

The campaign quickly went viral overnight, becoming a humorous and wildly shareable moment on social media. Far from traditional influencer-heavy launches, Billie leaned into real-world interaction, tapping into human curiosity in a bold and playful way.

This unconventional, tactile campaign broke expectations and got people talking. With its fearless humor and multisensory creativity, Billie’s “Scratch-and-Sniff Armpit” stood out as one of April’s most original and talked-about marketing campaigns, proving how interactivity and wit can spark massive engagement in a crowded advertising landscape.

Pete Davidson x Reformation – “Official Boyfriend Collaboration” (February 2025)

In February 2025, Reformation delivered one of the fashion world’s most amusing and attention-grabbing marketing moments with the launch of its “Official Boyfriend Collaboration” starring Pete Davidson.

Known for his high-profile relationships with famous women, Pete was cast as the face of the campaign—bringing charm, relatability, and humor to the brand’s signature “boyfriend fit” aesthetic. The campaign reimagined oversized menswear through a lens of intimacy and playfulness, positioning slouchy styles as cozy, affectionate wardrobe staples. One standout detail: Pete reportedly had 200 of his tattoos covered or removed for the shoot—a commitment that sparked buzz and added an unexpected layer of discipline to the lighthearted campaign.

“Official Boyfriend Collaboration” quickly went viral, becoming one of February’s most talked-about fashion marketing activations. It also marked a strategic evolution for Reformation—turning the brand into entertainment while staying true to its eco-conscious values.

With this campaign, Reformation proved that the winning formula for modern branding is a blend of sustainability, cultural relevance, and a sense of humor—three traits that increasingly define the most beloved brands of the future.

Duolingo – “Dead Duo” Campaign (February 2025)

In February 2025, language-learning app Duolingo pulled off one of its boldest and most viral stunts yet: a fake announcement declaring that their iconic green owl mascot, Duo, had died. The campaign kicked off with the cheeky line: “Maybe Duo died waiting for you to do your lesson,” immediately grabbing the internet’s attention.

As part of the campaign, even the app’s logo was temporarily replaced with a ghostly version of Duo, reinforcing the brand’s playful, self-aware tone. Dubbed “Dead Duo”, the campaign spanned TikTok, Instagram, Twitter/X, and YouTube, generating 1.7 billion impressions in just two weeks—making it the most wide-reaching campaign in Duolingo's history.

Importantly, Duolingo adapted the rollout based on cultural sensitivity: the campaign was launched globally except in Japan, where joking about death is considered inappropriate. This thoughtful localization earned the brand praise for balancing boldness with respect.

In a surprise moment of amplification, pop star Dua Lipa tweeted about the campaign—her post alone garnered over 144 million views, helping to skyrocket awareness even further.

The Dead Duo campaign is a masterclass in meme marketing and emotional manipulation: dark humor, nostalgia, and brand lore wrapped into one unforgettable activation.

Dunkin’ x Sabrina Carpenter – “Shake That Ess’” Campaign (2025)

In one of 2025’s most culturally attuned brand moments, Dunkin’ tapped into the viral success of Sabrina Carpenter’sTikTok-dominating hit “Espresso” to promote its new Brown Sugar Shaken Espresso drink. In collaboration with Ben Affleck’s creative agency Artists Equity, they produced a music video-style ad titled “Shake That Ess’”, turning product promotion into a full-blown cultural event.

Directed by acclaimed filmmaker Dave Meyers, the ad shows Sabrina at a party, playfully dancing and shaking to the beat while sipping espresso—blending humor, energy, and the internet’s favorite dance tropes into a polished, highly shareable moment.

The result? Within days, fans and influencers flooded TikTok with recreations, turning the “shake” into a social trend of its own. “Shake That Ess’” wasn’t just a product launch—it was a viral cultural campaign that reintroduced Dunkin’ as a playful, fresh, and social-savvy brand for the new generation.

Conclusion: What These Campaigns Reveal About Marketing in 2025

Each of these campaigns reflects a different facet of what defines standout marketing in 2025: bold ideas, cultural relevance, authentic voices, and cross-channel coherence.

But what they all share is this: insight-driven innovation. Today’s most impactful marketers aren’t just selling products—they’re starting conversations, sparking emotions, and even igniting cultural movements.

What these case studies ultimately show is this:When brands have the courage and creativity to tap into what people truly care about, their campaigns can leave a lasting mark—not just on their industry, but on global culture.