Did Nostalgia Rule 2024's Creativity
At first glance, 2024 might not be the kind of special occasion to be celebrated in 20 years' time. But, upon reflection, it’s clear that this year delivered standout moments and set the stage for exciting trends to come.
As someone working in a female-led agency, it would be remiss of me not to start by praising how female-led brands have taken centre-stage this year. Consider the SKIMS x Nicola Coughlan collaboration, Chamberlain Coffee’s Olympics cup campaign, or REFY’s chic kitchen table activation at the Selfridges Beauty Spot.
One common theme across these campaigns is the paired back simplicity of their visual identity across the ads and activations. Logos are taking a back seat and clean, pretty aesthetics have resonated with consumers. Brands historically would try and fight for the limelight, but there’s almost a confidence this year in stripping it all back.