In the world of branding, a single idea can turn the tide. A powerful campaign can take a struggling company and turn it into a global icon. It can redefine not just a product—but how people feel, behave, and connect with a brand.
1. Apple – “Think Different”
Launched in 1997, at a time when Apple was fighting for relevance, this campaign was more than an ad—it was a philosophy. It celebrated the “crazy ones,” the rebels, the visionaries. It connected Apple not just to products, but to identity, emotion, and creative rebellion.
Impact: Paved the way for the iMac, iPod, and the iPhone, transforming Apple into a global tech and lifestyle leader.
2. Nike – “Just Do It”
Three simple words, one universal emotion. Nike’s “Just Do It” campaign, launched in 1988, wasn’t just about athletic gear—it was about human potential. It made fitness personal and inspiring for everyone, from athletes to everyday people.
Impact: Took Nike from $800 million to over $9 billion in revenue within a decade.
3. Coca-Cola – “Share a Coke”
Coca-Cola printed people’s names on bottles—and the world went wild. What started in Australia in 2011 soon became a global phenomenon. The campaign turned a century-old beverage into a personal and emotional experience.
Impact: Reversed declining sales and created massive engagement through user-generated content.
4. Dove – “Real Beauty”
Launched in 2004, Dove’s “Real Beauty” campaign featured real women, not models, breaking traditional beauty standards. It wasn’t just a campaign—it was a statement.
Impact: Strengthened brand trust, changed industry norms, and created a movement around self-esteem.
5. Old Spice – “The Man Your Man Could Smell Like”
In 2010, Old Spice was seen as an outdated brand. Then came the bold, witty, and bizarre campaign featuring Isaiah Mustafa. It didn’t just go viral—it reinvented Old Spice’s image.
Impact: Doubled sales, dominated YouTube, and won multiple advertising awards.
6. Airbnb – “Belong Anywhere”
More than just a travel service, Airbnb’s campaign focused on belonging. Launched in 2014, it shifted the narrative from “book a stay” to “feel at home anywhere in the world.”
Impact: Built emotional loyalty and helped establish Airbnb as a hospitality disruptor.
8. Always – “#LikeAGirl”
Always turned an insult into empowerment. The campaign challenged how society views girls and redefined the phrase “like a girl.”
Impact: Viral social reach, positive brand association, and cultural change.
As creatives and brand builders, we can take inspiration from these bold ideas. Whether it’s a tagline, a visual, or a story—it’s not about selling a product. It’s about selling a feeling, a vision, a future.
