Best Creative Marketing Campaigns of The Past Decade

The advertising and marketing industry keeps progressing, and it only challenges us to be more creative and original with new ideas. For the past decade, some ads have motivated, moved, or even changed our perception of the world. In this blog, we’d like to reflect on the impact they have left and discuss three marketing campaign examples that carry important messages and show creativity in the process. 

Spotify – #2018Goals

Agency: Spotify’s in-house agency

Each year in December, people get overly excited for one thing – and no, it’s not Christmas – it’s Spotify’s end-of-year holiday campaign!  

In recent years, Spotify has successfully increased its brand awareness by launching creative data-driven campaigns that attracted public attention. The campaign was created in-house with the Spotify creative team, along with the help of their regional teams worldwide. Spotify first analyzed the data of their 2017 listeners and used those numbers to create 2018 goals.  

Spotify campaign

Seth Farbman, CMO of Spotify, told Creativity: “There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head.” Additionally, the Cambridge Analytics incident made the brands and the general public avoid discussing user data analytics. Nonetheless, Spotify turned it around and used this opportunity to build trust with their customer by being transparent and reveal data in a hilarious yet clever way without harming the brand name. The results show the number of subscribers increasing each year, and by the end of 2019, Spotify had over 100million premium listeners on its platform.

Spotify data

Metro – Dumb Ways to die

Agency: McCann Melbourne

Dumb Ways to Die

Without exaggeration, this marketing campaign has become a national anthem for all the transport commercials out there. In 2012, McCann launched the campaign ‘Dumb Ways to die’ to make people pay attention to the safety around the trains, which then led to its global success. Through sharing on social media, the ad generated about $50 million worth of global media value, and nowadays, it has over 180 million views on Youtube.  Later, it went to become a mobile game to make learning about safety more entertaining and engaging. Watch the campaign video here.

Stabilo Boss – Highlight the remarkable

Agency: DDB

In 2018, pens and stationery company Stabilo launched a campaign highlighting (literally) women who left a mark in history as being ‘remarkable achievers’. 

Stabilo campaign

The message of this campaign was to bring attention to women who were overlooked by society and to raise equality issues. The advertising agency DDB chose three historical pictures and highlighted women in each picture with the Stabilo highlighter. 

The campaign went viral on social media platforms collecting over 10 million impressions and won an award at the Cannes Lions International Festival. The campaign is still active, and people want Stabilo to extend the campaign and add more women to the list.

Marketing Trends 2020

Marketing is an ever-changing field that never ceases to evolve. The industry keeps bringing new trends, and the year 2020 is no exception. As we enter the new decade, we researched the creative marketing trends that will shape the industry this year. The article shares three key trends that marketers can use in their practices and, as a result, improve the image of the product: experimental, sustainability, and transparency.  


2020 is a time to be bold and experiment with new marketing channels. Without a doubt, Instagram, Twitter, Youtube, and Facebook dominated the past decade, but it might be changing very soon. According to the CEO of VaynerMedia, Gary Vaynerchuk, LinkedIn and TikTok will potentially be the next Facebook or Instagram: “LinkedIn and TikTok are two platforms that are incredible for people starting out with no audience because of the amazing organic reach”. Gary explains that there’s no other platform that gives the brands organic growth for free as LinkedIn does. LinkedIn remains an empty platform and is seen more like a digital resume for recruiters, but media influencers continue to encourage people to try LinkedIn for their brands.  

TikTok is another platform that hasn’t been considered as an essential tool for marketing. For years, the TikTok brand name has been attacked because of the risk of safety and data protection policy. While TikTok is working on rebuilding the brand image, many known brands such as Chipotle, NBA, and The Washington Post are using TikTok for their creative marketing campaigns and expanding their consumer range. Compared to other known platforms, TikTok has a wider demographic of young consumers, also known as Generation Z. 

100% organic 

Last year, everyone around the globe witnessed the largest climate protest in history. 185 countries participated and gathered millions of people protesting to cut emissions and stabilize the climate. The Swedish school activist, Greta Thunberg, started to spread the message of immediate sustainability and inspired thousands of people to do the same. Many brands and industries such as Starbucks and Zara have also joined the movement by setting sustainability as the main goal of 2020. 

This year, the demand for ‘100% organic’, ‘free-from’, ‘made from recycled materials’ agenda will only grow bigger. People want to know more about the products they use and some brands have already started their new year goal by implementing sustainability in their products and use it for their marketing strategy. For example, this year, L’Oréal has decided to make products with less environmental impact and promote sustainability to their customers.

Sustainability will mostly impact the food products and the customers will be more likely to support the ‘100% organic’ food than fast-food chains. People want to be more considerate of what they consume, and many brands will need to rebuild the image of their product and promote a sustainable lifestyle. 


Building trust with your audience is a major factor in any marketing strategy. In 2018, after the Cambridge Analytics incident, people were collectively reminded about data analytics and how brands use personal information to market their products. The scandal has raised the question of transparency between the customers and brands. 

Going back to Gen Z, the study shows that this generation will search for truth. The core value of any brand will become authenticity and transparency. McKinsey & Company shares that companies will need to focus on three major factors to build trust with the emerging population: “consumption as access rather than possession, consumption as an expression of individual identity, and consumption as a matter of ethical concern”.

Since the implementation of GDPR, it has become even more important to be open and have a genuine interaction with the customers. At Blackmilk, our top priority is transparency and we believe that it should come first and foremost in every marketing plan. Explore our marketing solutions here or contact us directly and we’ll be more than happy to help you!

We hope these trends will help you succeed this year and bring more creativity and ideas to explore in the future. Happy new 2020!