July Campaigns of the Month

Welcome to another edition of Campaigns of the Month. July’s campaigns didn’t hold back – think celeb chaos, giant kebab skewers and wine-soaked mail. From playful stunts to PR power moves, these brands showed us that when creativity meets guts, the results are anything but boring. Enjoy. 

American Eagle’s “Sydney Sweeney Has Great Jeans” campaign turned heads – and sparked intense debate. The punny tagline (genes/jeans, get it?) sent shares soaring but drew backlash for its tone-deaf nod to beauty ideals, or worse, promotion of eugenics. Love it or hate it, the campaign was built to go viral: big visuals, celeb power and just enough controversy to light up social media. From a creative POV? It’s clever, gutsy and unforgettable – but not without risk. In today’s world, bold needs balance. Great jeans? Sure. Great judgment? Debatable. 

When Astronomer hit the headlines for all the wrong reasons (hello, Coldplay kiss-cam scandal), Maximum Effort turned PR disaster into comedy gold. Enter Gwyneth Paltrow – yes, Chris Martin’s ex – as the brand’s “temporary spokesperson” in a brilliantly deadpan spoof that racked up over 36 million views. It’s a masterclass in reactive marketing: self-aware, sharp and just ridiculous enough to work. It’s bold, brilliantly timed and proves that with the right tone (and a little celeb sparkle), even the messiest moments can be turned into marketing magic. 

Polaroid’s NYC outdoor takeover was a big, beautiful middle finger to phone fatigue. Real Polaroid snaps with cheeky scribbles like “AI can’t generate sand between your toes” reminded us to live in the moment, not the algorithm. It’s nostalgic, rebellious and perfectly timed – a masterclass in keeping a heritage brand fresh. Low-tech visuals, high-impact message and a strong stance on digital burnout? We’re snapping our fingers for this one. 

Waitrose just gave summer BBQs a glow-up with a billboard that literally skewers a building. The 3D stunt – giant kebab sticks piercing through mouthwatering food ads – landed in Camden and Westfield, urging Brits to “Let your summer side out.” It’s playful, disruptive and perfectly timed, showing us all how you really do seasonal OOH. Proof that with the right idea, even something as simple as a kebab skewer can steal the show. 

Who knew insurance could cause a stir – literally? Hiscox sent out wine-stained letters to high-net-worth prospects, mimicking a red wine spill to dramatise the cost of uninsured accidents. It was messy, clever and impossible to ignore. The direct mail stunt quickly became a LinkedIn darling, with marketers calling it one of the most creative ads they’d seen. We wouldn’t quite go that far, but it is a very clever use of physical media to tell a visceral story. Proof that in a digital world, a well-placed stain can still steal the show. 

From viral jeans to wine-stained letters, July’s campaigns brought the drama, the laughs and a few raised eyebrows. Whether skewering buildings or public opinion, these brands proved that bold ideas (and a little chaos) still steal the spotlight. 

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