Surprise, surprise. When it comes to creative ad campaigns, we’re fans too.

And the happy truth is, the work these past years has been nothing short of astounding – with Heineken’s ‘The Boring Mode’ app to Orange France’s deepfake campaign, these are solid proof that the limits of creativity in the ad world is simply boundless.

Let’s take a look at five of the most impressive campaigns that caught our attention.

1. Orange France
This impactful advertising campaign for a mobile network cleverly used VFX and AI deepfake technology to challenge unconscious bias in sports. Initially appearing to feature famous male footballers like Mbappe and Griezmann, the advert actually superimposes their faces onto footage of the French women’s team scoring impressive goals. This deceptive technique effectively highlights sexism and biases within the sports world.

2. KFC
How do you tell your customers ‘nah’, and actually get a chuckle out of them for saying it?

Despite repeated customer requests, KFC has taken a firm stance against introducing a turkey Zinger burger for the festive season, The fried chicken fast-food chain is reinforcing its brand identity by not venturing into other poultry options. This campaign demonstrates KFC’s commitment to listening to its customers, even when deciding not to implement their suggestions, fostering a deeper relationship beyond mere transactions.

3. Heineken
Phones getting in the way of social gatherings? Introducing the ‘The Boring Mode’ mobile app.

Created by Heineken, the app is designed to encourage people to disconnect from their smartphones during social gatherings by temporarily blocking other apps and notifications. This initiative follows the successful “Boring Phone” concept, a limited-edition “dumb” phone released in collaboration with Bodega, which saw significant demand. The app was highlighted at music festivals using infrared technology to display messages to attendees filming events, reinforcing Heineken’s push for present-moment engagement. This strategy taps into Gen Z and millennial frustrations with excessive phone use at live events, aligning with Heineken’s brand identity of fostering in-person connections, especially as experiential marketing spend surpasses pre-pandemic levels.

4. Netflix
Spoilers ahead for Black Mirror Season 6, episode 1, but come on, go watch it already.

Netflix launched a promotional website for “Streamberry,” a fictional streaming service from Black Mirror‘s “Joan Is Awful” episode, which eerily mirrors Netflix’s own platform. The site prompts users to upload a photo, cautioning that it “may end up on a billboard,” a direct reference to the episode where a character’s life is replicated on Streamberry due to her unknowingly signing away rights to her digital likeness. The terms and conditions of the promotional site explicitly state that by participating, users grant Netflix perpetual, worldwide rights to use their likeness for marketing and promotional purposes, echoing the show’s critique of user agreements and data exploitation.

The experience serves as a meta-commentary on streaming platforms’ power and user privacy, urging visitors to be mindful of the rights they sign away online.

5. Billie
Let’s go outdoors for this one.

Among the most effective marketing campaigns of April 2025, Billie’s “scratch-and-sniff” armpit posters in New York City created a significant buzz. These interactive advertisements encouraged passersby to physically smell the posters to experience Billie’s new deodorant range, leading to viral social media content as people filmed their reactions. The campaign, which diverged from traditional influencer marketing, championed real-life engagement and reinforced Billie’s brand identity of normalising women’s body care with a humorous and bold approach, proving that tactile experiences and light-heartedness can generate substantial conversation in a competitive market.

Redefine Your Brand’s Story
These campaigns are testament that the sky’s the limit when it comes to inventing the next jaw-dropping advertising work. And we’re stoked to see what the future brings. Just as these brands have pushed the envelope, we at I Concept believe your brand can too.

Elevate Your Next Marketing Campaign with I Concept
We at I Concept are a fully integrated creative agency specialised in helping your brand reach hearts and minds, from the AI space, the digital sphere, right down to physical spaces as well.

We’re the perfect-sized solution for businesses like yours. We offer the expertise and creativity of a large agency, without the hefty price tag. We’re nimble enough to adapt to your changing needs, and focused enough to give you the personalised attention you deserve.

Our expertise ranges from branding in Singapore, digital marketing, web design and development, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape.

Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative marketing campaigns. Apply for the PSG now to kickstart your digital marketing journey with I Concept.