Daniela Vojta’s creative picks of the year
When it comes to creativity, Daniela Vojta, CCO at T&Pm NY, has seen it all. Opening up about the campaigns that have inspired her this year, Daniela explores how humor, authenticity, and innovation are driving success in the industry.
When it comes to creativity, Daniela Vojta, CCO at T&Pm NY, has seen it all. Opening up about the campaigns that have inspired her this year, Daniela explores how humor, authenticity, and innovation are driving success in the industry.
Which 5 advertising campaigns (across any medium—print, video, OOH, social, etc.) would you consider your favorites?
Coca-Cola Recycle Me Campaign: It's a simple, iconic idea done perfectly. The messaging around sustainability is on point, and the execution is just flawless. Classic Coca-Cola, but with a purpose.
Nutter Butter TikTok Channel: Hands down the most unhinged social campaign of the year. It’s wild, it’s weird, and it totally works. Nutter Butter nailed the TikTok vibe—fun, quirky, and totally nutty.
Snickers José Mourinho Own Goal AI Campaign: A standout in the realm of AI-driven advertising, this campaign seamlessly blends humor and innovative technology. The wit of José Mourinho paired with Snickers’ brand voice made for a top football fan experience.
DoorDash All the Ads Super Bowl Campaign: Every year there’s that one brand that hijacks Super Bowl, and in 2024, DoorDash was that brand. They didn’t just show up—they took over with a bold, unexpected move that had everyone talking.
Corpse Paint by Liquid Death x E.l.f.: Both brands have been killing it on their own this year, but together, they created something truly special. The fun, edgy content felt like a natural fit, and it showed that sometimes two very different brands can totally nail it together.
Coca-Cola Recycle Me
What elements or creative strategies from these top 5 campaigns do you believe set them apart from others in the industry?
A few key strategies set these campaigns apart, starting with humor. After a few years of leaning on overly serious messaging, it’s refreshing to see humor making a comeback in advertising. Brands are realizing they don’t always have to be so earnest and serious to resonate with consumers. Embracing humor, self-deprecation, and celebrating a bit of weirdness can make a brand feel more relatable and accessible.
Another standout element across these campaigns is their authenticity. Whether it’s Coca-Cola’s purpose-driven "Recycle Me" or Snickers’ witty use of AI with José Mourinho, each campaign feels very on-brand. They don’t stray from their core values but instead, lean into what makes them unique, creating a genuine connection with their audience.
Snickers Own Goal
And then there’s craftsmanship. Even something as wild and unconventional as Nutter Butter’s TikTok presence still maintains a high level of design POV. It’s not just about being bold or funny—it’s about creating a world and sticking with it.
While I would’ve liked to see more purpose-driven campaigns this year, the return of humor is super refreshing and liberating for creatives like myself.
Have they influenced your own work? If so, how?
Great creative doesn’t just influence, it infects. As creatives, we thrive on seeing what’s possible. It’s like a challenge, a dare, that makes you want to take things even further. And it’s a double win: clients get the confidence to greenlight bold, risky work, while we get the freedom to push our own limits. It’s that kind of energy that keeps the creative fire burning.
Doordash All the Ads
If you had to choose one campaign from your top 5 that you wish you had been part of, which would it be and why? What do you think made it so successful in resonating with audiences?
If I had to pick one, it would be Liquid Death’s approach. What I admire most is their ability to consistently disrupt—to take risks, stay relentlessly innovative, and push cultural boundaries in ways that other brands shy away from. They’ve found a way to keep things fresh and unpredictable, while staying deeply authentic to their brand voice.
Corpse Paint by Liquid Death x E.l.f.