The Best Marketing Campaigns of 2025 (according to us)

Bold, mischievous, culturally fluent ideas that understood how people really behave.

The Tacolate collab between Salt & Straw and Taco Bell (image: Salt & Straw website)

Every year, a few marketing ideas burrow their way into our brains and simply refuse to leave. They’re the ones we reference in meetings, send to clients, and secretly wish we had come up with ourselves. For 2025, our team pulled together the campaigns that genuinely stuck with us—across industries, formats, and budgets.

What ties them together? Clear storytelling, cultural fluency, and an almost mischievous understanding of how people behave today. These are the ideas that blended strategy with delight, practicality with creativity, and—critically—earned disproportionate attention because they solved a real need or tapped a deep itch in the zeitgeist.

Below, we break down our favorite marketing ideas of the year, and what made each one so effective.