Dove’s “Campaign for Real Beauty” remains a standout after more than 14 years. By deconstructing beauty norms at a time when few women considered themselves beautiful according to modern standards (in other words, skinny, young, and blemish-free), the personal care brand created what Ad Age considers the No. 1 campaign of the 21st century. A successful brand campaign such as this may look effortless, but it’s the product of skilled marketing expertise, good strategic judgement, and boundless creativity. But what about the campaigns that don’t meet these criteria?
As we bid adieu to 2017, we’re taking a look back at some of the years’ biggest trends in experiential marketing and creative strategy – none of which are expected to disappear anytime soon.