The Activations That Separated Signal from Noise in this 2025
The year 2025 was a convergence of technology and cultural necessity. We saw AI move from novelty to necessity, phygital activations become the standard for consumer engagement, and powerful creative energy thrown behind women's sports and sustainability mandates. The best work has shaped cultural conversation.
We have curated the standout campaigns and experiential activations of 2025. Below, we've tagged the teams behind them and linked out to full case studies on Ad Age and other leading publishers, creating our essential top 5 overview.
Coca-Cola – "100% AI" – WPP & OpenAI
This is the second straight year of their Christmas advert being AI-generated. It is a global campaign where all visuals, copy, and music were generated entirely by co-pilot AI tools and optimized by human strategists.
Key Result: Demonstrated unprecedented creative workflow efficiency and speed-to-market, plus positive impact on the audience.
Tags: The Coca-Cola Company , WPP , OpenAI Secret Level (LA Agency)
ChatGPT – "The Unspoken Promise" – Dentsu Creative
ChatGPT’s first major brand campaign featured artists, writers, and developers, illustrating the human creativity unleashed and accelerated by their tool's integration.
Tags: OpenAI , Dentsu Creative
Canva x Stink Studios – "Can You Make the Logo Bigger?"
A short, viral film satirizing common client-creative tensions, showcasing Canva’s seamless collaboration and rapid design iteration tools.
Key Result: Generated millions of organic views and high engagement among designers and marketers.
Tags: Canva , Stink Studios
Chili’s – "Fast Food Financing” Pop-Up – Jack Morton
A highly satirical pop-up where customers could apply for "low-APR financing" to pay for massive burger-and-fries orders, highlighting absurd consumer habits.
Key Result: Earned a massive 6 billion media and social coverage, for its provocative, timely satire.
Tags: Chilis.in , Jack Morton Worldwide
Nike – "You Win" – Wieden+Kennedy
The narrative around sports shifted firmly toward celebrating resilience, failure, and the diverse individuals redefining the game.
A powerful, kinetic anthem celebrating athletic failure, the painful process of training, and the sheer effort required to compete, culminating in the simple, earned declaration: "You Win."
Key Result: Became a cultural rallying cry, generating millions of views and driving high engagement during the Summer Games season.
Tags: Nike , Wieden + Kennedy
Why It Matters
The Takeaway for 2026: The common thread among 2025’s top campaigns is cultural fluency. Whether leveraging AI, satire, or immersive tech, the best work prioritized being the conversation rather than just interrupting it.
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Andrés Bouquet - CEO & Founder, Latam Ad Talent