For me, a great campaign is one that dares to do three things:

• Disrupt – It cuts through the clutter with an idea that’s impossible to ignore.
• Stay true – It doesn’t lose sight of the brand’s core truth, even when it takes risks.
• Live beyond ads – It enters culture, sparks conversation, and lingers in people’s minds.

The best ones don’t just sell a product, they make you feel something. Whether that’s discomfort, curiosity, or excitement, it’s the reaction that makes it memorable.

Burger King – Moldy Whopper

This campaign is the perfect example of how honesty can be more powerful than polish. Burger King showed their iconic Whopper growing mold – something that would normally feel “gross” in advertising – to highlight that their food has no artificial preservatives.

What I love here is the sheer boldness. Most food brands chase glossy perfection, but BK flipped the script by owning the raw truth. It was disruptive, visually unforgettable, and most importantly, it reinforced a brand promise in a way that no competitor could have pulled off with the same impact.

My Takeaway: Sometimes the uncomfortable truth is your strongest creative weapon. Don’t be afraid to break category norms if it drives home your brand’s core message.

Netflix – Wednesday

Netflix leaned into Wednesday Addams’ quirky, eerie charm with a campaign that was as playful as it was immersive. From the mysterious “Thing” hand roaming around NYC to billboards written in the exact deadpan tone of the character, the campaign made the world of Wednesday spill into real life.

What worked brilliantly here was consistency; every piece of communication sounded and looked like Wednesday herself. It wasn’t just advertising the show, it was letting the character market it. That made audiences feel like they were already part of the world before even pressing play.

My Takeaway: When your campaign embodies the voice of your product, it doesn’t feel like marketing. It feels like storytelling extending into the real world.

Why These Stand Out

BK and Wednesday couldn’t be more different in tone, but both nail the same principle: one strong idea, executed with conviction. BK went bold with raw truth; Wednesday went immersive with character-driven creativity.

Both sparked conversations far beyond their original media placements – and that, to me, is the hallmark of a campaign that really works.

Mirell Fernandes