Did Nostalgia Rule 2024's Creativity
Since the dawn of time, people have proven defiant to whatever is pushed onto them. Oversaturation with one thing always leads to many refusing to be ‘part of the crowd’, and fosters a hunger for the complete opposite.
At LBB, we have been noticing a similar trend in creativity – the more technology evolves, the more audiences seem to be touched by the analogue. And this doesn’t only apply to the type of tech used to make a film, music video, or ad. It goes all the way to the heart – the idea, and if it is a ‘human’ one. And what makes a human idea anyway? Relatability certainly is an important factor, but there are many ingredients that concoct something that plays human heartstrings.
Brands have taken note of this too – logos stripped down to the bare bones, ‘award bait’ gimmicks left to dust in the idea bucket. Brands are reaching for ways to connect with viewers not as brands, but as the people behind them. Nostalgia has a role to play too, with many choosing to make the old, new again. After all, there was a time when we were all taking our first digital steps, and let’s be honest, we all miss it. Maybe sometimes all we need is the 'hot guy of the month' in a nice pair of Calvin Klein boxers plastered on the city's biggest billboards. Or a simple look out of an airplane window. Or a silly, low-hanging pun about someone's name. Nothing more, nothing less.
We reached out to leaders from across the industry with the goal of finding out what their favourite campaigns were this year, and to discover if creativity has gone backwards, to ‘better times’. How important is tech today, and is it needed to really help brands connect with people? And what awaits us in 2025? Read on to find out.
Emily Lyddon-Towl, Associate creative director, Seen Presents:
“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.”