The Creative Work to Watch in 2024

Dive into the work that caught the eye of The Lovie Awards Managing Director, Jacqueline Kavanagh

Following last week’s release of The Lovie Awards 2024 Industry Heat Index—our annual report ranking the most innovative regions and companies across Europe—we couldn’t help but notice that agency work is experiencing a creative shift.

It’s more than a reimagining of digital marketing; agencies are crafting campaigns that centre culture and community, teeter on the weird, and carve new avenues to engage digital audiences.

As Europe’s foremost award honouring digital excellence, we’re always on the lookout for new creativity and talent. We asked our Managing Director, Jacqueline Kavanagh what’s caught her eye so far in 2024:

  • 2024's Campaigns to Watch

Too Many by Vinted

Created by Wolfstreet in collaboration with director Fabio de Frel for European marketplace Vinted. Together, they are turning overconsumption on its head by reckoning that we don’t need to. Watch the campaign now.

"Whoops" by Accenture Song

Created by Accenture Song DK, the spot builds hype for the Copenhagen Metro with a fart joke. The film showcases the benefit of the metro’s speed through the concept “Fortunately, you’ll be there soon” and can avoid these awkward encounters. Watch the spot now.

THE HUMANISE MOVEMENT by Uncommon

Heatherwick Studios and Uncommon Designs teamed up to create a call to add soul to boring, brutalist buildings. Beyond uninteresting, these buildings are dangerous for our mental health and well-being. See the campaign.

Europe Talks by My Country Talks 

Launched as a project by My Country Talks, in collaboration with Gazeta Wyborcza (Poland) and the European Cultural Foundation, the project asks that sitting political opposites down for 1:1 conversations. With European navigating such fragmented time in history, this effort is more important than ever. Learn about the campaign.

Less social media. More Snapchat.

Launched by Snapchat under the guidance of new Chief Creative Officer, Colleen DeCourcy, its new anti-social-media social campaign reminds users why they began sharing their lives online in the first place. The answer lies in tapping into the ephemeral and real friends. Watch the campaign now.

Vulva Therapy by JOAN London  

Created by the London-based studio, this campaign, created for body care start-up Luna Daily, is destigmatising the word the world tries to keep in the doctor’s office. It seeks to silence any shame women feel to talk about and focus on their vulvas. Learn about the campaign.

Atlantic Records UK Rebrand by Explorers Club Studio

Atlantic Records UK and the London-based strategy/design studio teamed up to create a new look for the legacy label. They used the label’s 75th anniversary to form a visual identity, fitting for a brand that has represented iconic soul artists like Aretha Franklin to The Rolling Stones to genre-bending acts like Burna Boy. Watch the campaign now.

Wild Memory Radio by WeTransfer

Curated by WeTransfer’s WePresent, in collaboration with Seb Emina, the project is an audio journey through the places that helped strike creative genius. Each belongs to a leading creative, tracking a place, smell, sound or location that has uniquely shaped their worldview and work. Learn more about the project.

Catalogue!!! by Dazed x IKEA

Taking over Milan Design Week, Dazed and IKEA partnered up to celebrate their collaborative zine, Catalogue!!! The final execution was a mazed-style exhibition, exploring aspects of a first home with IKEA products, food vendors, live music, and stations to pick up a copy of the zine. Learn about the campaign.

 

It’s Not Just Tea. It’s Progress by CALLING

The creative collective’s work marked the first ad campaign in eight years for PG Tips, a UK-based tea brand. At the centre of this integrated campaign is the film “Rock Solid,” featuring Top Boy star Ashley Walters, highlighting the mental health benefits of pausing to brew a cup of tea. Watch the spot.

The 14th Annual Lovie Awards is Open for Entries!

If you are making great work in advertising and marketing, submit it into the 14th Annual Lovie Awards! This year, we’re thrilled to introduce new categories across Marketing, Advertising & PR and Apps, Platforms & Software, including Sports & Entertainment, TV & Movie, Travel & Tourism, Retail & E-Commerce, Fashion & Beauty and many more.

Discover more new honours and where your work might fit. And submit it before the Final Entry Deadline on Friday, 28th June!