Defining Creativity, Social Impact, and Media Strategies for 2025

1. Annual
Trends
Report by Ogilvy & D&AD
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2. Both organizations represent benchmarks of creativity, with
Ogilvy excelling in innovative campaigns and D&AD providing a
platform for recognizing and celebrating groundbreaking ideas
in advertising and design
Ogilvy & D&AD
About
2

3. Creative & Social Media Trends:
Insights from D&AD & OSL Reports
Defining Creativity, Social Impact, and Media Strategies for 2025
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4. TheTrends Defined
Shaped by shifts in the wider world, and analysis from the
minds and mouths of our jurors, six trends emerged across all
categories and disciplines.
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5. Fandoms:
Nurturingtheniche
Fans are connecting through common passions in online spaces, and
these shared connections and interests create a sense of belonging.
Speaking directly to tight-knit groups across digital platforms is a
strategy for success, as online culture fragments
Brands are building affinity through tapping into fandoms and micro-
communities that unite through niche interests, and connecting with
content creators who co-create alongside their followers
Burberry
5

6. 23% of Gen Z and millennials already say they are interested in
buying directly from influencers
Gen Z audience spends at least 16 hours a week within fan
communities
72% Brands are building digital communities united by common
interests in the brand’s products, values, or wider-world
interests
84% say that the community surrounding a brand directly
impacts their feelings about it.
19% of people have purchased virtual goods such as in-game
skins, or digital fashion items
Whyitmatters?
6
V&A
Museum

7. Key
Takeaways
Harness the creativity of content creators – be led by your
community and plug into their creativity. Don’t feed content that
isn’t relevant.
Brands that jettison a mass-market approach and speak directly to
passionate micro-communities can build deeper relationships.
Know exactly who you’re speaking to - home in on the
conversations taking place within micro-communities as
opposed to mass markets.
Advertisers need to get far more targeted and creative to reach
these niche communities.
Nurture collective experiences that build connections between
niche groups.
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8. Typeagainst
Homogeny
Work that boldly stepped outside convention, bringing randomness
and irreverence to type design. In response to a recent sea of
technical, typical fonts, winning work was playful and subversive,
surprising rule-breaking joy-explosions and rebellion.
The best work was not only eye-catching, it was deeply anchored in
brand identity, heritage or narrative.
RTS
Cambridge
Liberty
Letters
8

9. 83% of people actively seek out experiences that bring joy and
happiness
72% of consumers said they would select a humorous brand over
the competition
Boring advertising is less effective and memorable, and that’s
damaging for brands
Toledo
Museum
of
Art
Whyitmatters?
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10. Key
Takeaways
Designers can stand out with a bolder, rebellious approach to
typography in a saturated landscape
Find visual inspiration from real-world cues, don’t rely on digital.
People are seeking an emotional uplift by injecting play and joy
into type, designers can respond and draw the viewer in
Typography is increasingly engaging technology making the
discipline more interactive and inclusive.
Minimal typographic tastes have prevailed in recent years. In 2025,
expect to see more type that is big, bold, and filled with
unexpected detail and character.
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11. LocalisedImpact
Brands are working with local communities on the ground as co-
partners to deliver longterm sustainable solutions.
This trend is about defining value through action, not words.
Brands are moving beyond purpose-driven campaigns towards
transformative, localised projects delivering demonstrable impact.
Dulux
Makro
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12. 70% believe tech companies should educate users on their
platforms.
61% think business leaders intentionally mislead with false or
exaggerated claims.
UNIPAD
Whyitmatters?
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13. Key
Takeaways
Find an issue or cause that your brand can authentically rally
behind and consider whether it chimes authentically with the
business’ core values.
When entering into community-led initiatives, look at what
localised knowledge and resources can be used to solve the
problem. Don’t swoop in with “experts”.
The work must add tangible value to the business, customers and
the community, offering mutual, demonstrable benefits
When a business aligns with a cause it must line up with its
behaviours, products, and employee structures, or purpose-
washing becomes a significant risk.
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14. TheHumanToolkit
Human creativity remains a powerful force. In an era of advancing AI,
hand-produced, innovative techniques are celebrated for authenticity
and restraint.
This trend highlights the value of distinctly hand-drawn, hand-
crafted, and low-fi processes in production and design.
Brands are focusing on human-centric design to overcome time,
budget, and resource constraints, producing ambitious yet
resourceful work.
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Apple

15. Whyitmatters?
Consumers will soon need to choose between AI-generated and
human-produced entertainment.
75% prefer human-created live music over AI.
69% favor human-scripted movies and TV shows over AI content.
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TheJapanRailway

16. Key
Takeaways
2D was a leading category in 2024, showing that the labor and
handmade elements of animation can produce the best work.
It’s possible to achieve moving production with minimal budget and
resources. As we saw, it doesn’t make it any less worthy of plaudits.
Low-fi processes can lead to impactful work, as we saw with
iPhone cameras, homemade VFX, and hand-drawn typefaces.
In a complex world, stepping back to simple methods and
techniques towards organic and naturalistic craft and filmmaking is
refreshing and eye-catching.
Thinking about how blending digital with handmade elements can
add intrigue and interest when approaching a brief.
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17. ElevatingThe
Everyday
Compelling storytelling that captures everyday lived experience, working-
class narratives, and diverse motivations emerged through Pencil-winning
films
These everyday stories helped to alter brand perceptions and prove that new
voices bring authenticity and relatability.
Protagonists with genuine, relatable narratives evoke connection without
manipulating emotions.
Layered storytelling elevates ordinary life into something extraordinary,
inspiring empathy.
Strong storytelling combines cinematic visuals, sharp direction, and a
compelling narrative arc.
Lufthansa
Linkedin
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18. Emotional and empathetic appeals to everyday
challenges resonate with modern audiences (VML
Future 100 Report 2024).
Ads featuring relatable situations—" for people like
me"—speak directly to consumers’ values and
experiences (Nielsen’s insights).
Real-life situations in ads appeal to about 4 in 10
respondents across all age groups (Nielsen
research).
Relatable characters are important for engaging
both older and younger consumers (Nielsen TV
Brand Effect research).
92% of consumers prefer ads that tell a story rather
than simply presenting a product or service.
Whyitmatters?
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Channel4

19. Key
Takeaways
Today’s audiences want to see their culture represented and
celebrated. All cultures and subcultures are worthy of depiction
and must be “seen”.
Inauthenticity is easily spotted, so bring real people into the film.
Confidence in your product and an understanding of what your
brand stands for will produce compelling and honest stories that
will cut through.
Long-form can captivate audiences when the work is truly
compelling, focusing on content delivered in a short, tight edit is a
strategy to help you succeed.
Experiment with both. Always consider if directors, producers, and
writers represent new voices.
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20. TexturalEvolution
Sensory experiences in design are inspired by natural, tactile, and imperfect
elements from the real world. Organic and textural materials are being used to
highlight all senses in evolving product designs.
Winning designs evoked sensory engagement, enabling connection and inclusivity
in real life.
Nature-inspired materials and processes made products more tactile, sensory,
and analog. Designs offered an analog counterpoint in an era dominated by
technology.
Designers drew inspiration from the past to reimagine products for the present.
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Shellmet

21. Sensory experiences are helping consumers manage stress and anxiety with
rising engagement in immersive experiences that tap into multiple sensorial
avenues.
Designers are tapping into the sensory appeal that comes with human and
physical connection: the touch, the smells, and the sounds that remind us
we’re alive.
Color trends focus on warmth and nurturing tones, such as Pantone’s Color of
the Year 2024, "Peach Fuzz," symbolizing togetherness and stillness (Future 100
Report 2024).
Whyitmatters?
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AT&T
5G
Helmet

22. Key
Takeaways
Bringing tactility into design can reinforce human connections
and enhance well-being.
In an increasingly digital world, humans are reaching for sensory
experiences that ground them in the natural world.
Multisensory innovations can reinforce connections, but can also
alienate disabled people if inclusion factors are not considered.
Sustainable product design is increasingly sophisticated,
moving beyond ethical considerations to be a product you want
to own (and feel and touch).
Products were considered, and carefully researched, focusing
on craft and materials at all points in the process.
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23. SocialFirst
BrandBuilding
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Insteadofusingsocialmediaasjustachannel,brandsintegrateit
intocommunication,innovation,andengagementstrategies.
Asocial-firstapproachhelpsbrandsstayrelevant,standout,
andgrowbyboostingawarenessandengagement.

24. Aspect Traditional Marketing Model Social-First Brand Building
Approach
Top-down, brand-controlled
messaging
Community-driven, participatory engagement
Communication One-way, mass broadcasting Two-way, interactive conversations
Planning Cycle
Long-term (12–24 months in
advance)
Agile, always-on, and real-time adaptations
Content Strategy Polished, high-production campaigns Authentic, relatable, and trend-driven content
Measurement Sales, brand lift, and market research
Real-time analytics, engagement metrics, and
sentiment analysis
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Social-first brands focus on what engages online communities and how to
serve them best, leading to organic buzz and strong audience response.
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SOCIAL-FIRSTBRAND
BUILDINGASANEW
MARKETINGMODEL Heinz

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SOCIALINTELLIGENCE
BECOMESABUSINESS
CRITICALDRIVER
Social intelligence goes beyond reporting and listening—it analyzes
multiple data signals to help brands understand culture and spot
real-time opportunities.
Social-first brands stay agile, responding quickly to trends, and
social intelligence is key to this success.
Key Actions for Brands:
Implement social intelligence to turn insights into action.
Build expertise in data analysis, social listening, culture
strategy, creator management, and community engagement.
Invest in AI tools to track insights and make them easily
accessible across teams.
Spotify

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BRANDWORLD
REINVENTIONFORA
SOCIAL-FIRSTERA
Social-first branding constantly evolves with culture, offering fresh ways to
engage audiences. But relying on memes, trends, UGC, and creators alone
isn’t enough.
The best brands stand out with strong strategy, clear values, and a unique
perspective.
Actions for brands:
Define or refresh social-first brand strategy, identity, and codes.
Establish an engagement plan covering cultural spaces, community, creators,
and content.
Optimize content production with in-house creators, agile studios, and AI
tools.
CeraVe

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BRANDPLANNING
CYCLESADAPTFORNEW
CULTUREFREQUENCIES
Social-first brands adapt flexible planning, moving beyond rigid
product roadmaps and repetitive campaigns. Traditional 12–24 month
marketing plans limit brand growth. In 2025, social-first brands will
adopt flexible planning—balancing long-term strategy with agile,
real-time actions tied to cultural trends. An always-on approach
allows brands to test, learn, and refine, making campaigns more
impactful.
Actions for brands:
Build cross-functional teams for faster execution and market
response.
Allocate budget for experimental, reactive social opportunities.
Absolut
Vodka

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SOCIAL-FIRST
TRANSFORMATION
FUELS OMNI-CHANNEL
IMPACT
Being social-first isn’t just about focusing on social media—it’s
a brand-wide shift that influences every touchpoint. It’s about
connecting with communities wherever they engage, from
podcasts to Netflix shows to influencer collaborations.
Actions for brands:
Align teams to create seamless omni-channel campaigns.
Track performance holistically across all platforms, not in
isolation.
McDonald’s

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Conclusion
In 2025, brands that embrace a social-first approach will
have big opportunities.
Moving beyond traditional campaigns to culture-driven,
always-on engagement will drive greater impact and
long-term growth.
How? This requires empowering teams with social
intelligence, prioritizing community engagement, and
fostering a culture of experimentation.

30. Thank
You