Barques’ 2024 marketing moments of the year

Monzo: Money never felt like monzo

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Rolled out via traditional and digital media, as well as out-of-home placements, Monzo’s 2024 campaign presented impactful comparisons between negative money management feelings and empowering, positive emotions.

The brand created a 60-second hero film in which frustrated arguments become loving embraces, tarantulas turn into head massagers and nails on a blackboard become a harpist’s gentle strums. Vibrant and punchy, this campaign proves marketing doesn’t always have to be serious or jargon-heavy. By keeping things simple, fun, yet emotive, Monzo made finance feel relatable, and the contrast from more conventional financial institutions couldn’t have been clearer.

It’s a reminder that it can pay to have a bit of fun and completely contrast from the competition. Monzo has a strong personality that their customers love. This is, in-part, down to having a fantastic product, but amplified by a magnetic brand identity that has stacks personality. Nurture a tribe through a strong brand identity, then support it further with marketing campaigns that amplify and stand out.

Wolves: Stop for a chat

There have been some powerful mental health awareness campaigns in recent years, but few have had the impact of the one led by Wolverhampton-based rap artist, Reepa.

The concept is simple: Reepa stands outside Molineux, home of Wolverhampton Wanderers, wearing a Wolves scarf as a blindfold and holding a sign that reads: "Suicide and poor mental health are more common than we admit.”

He invites passersby to chat or share a hug, and to our surprise, they do — time and again. What's striking is how openly people share their struggles and those of their loved ones. One man is so moved, he returns for a second conversation.

The video is raw, emotional, and incredibly powerful, all because of its authenticity. The blindfold and welcoming sign remove the fear of judgment, creating a safe space for people to open up, and inspiring viewers to do the same. With over 15 million views in just a few weeks, it's clear that this important piece of work achieved everything it set out to and more.

RSPB: Bird of the week

“Bird of the Week” is a viral TikTok series from the Royal Society for the Protection of Birds (RSPB). Dropped on the same day each week to build excitement and anticipation, the videos feature bold fonts and visuals, cultural references, and engaging sounds. It is unhinged, bold and fun; perfectly tailored to the platform.

What’s more, not only is it entertaining, it’s educational and inspires younger viewers to care about nature and conservation. It’s a perfect example of how a traditional organisation can reinvent itself for a modern audience without losing its core purpose.

By incorporating cultural references, inviting participation, and creating an engaging format, the RSPB has built a strong sense of community with thousands of comments.

The results speak for themselves: huge follower growth, increased engagement, and a boost in membership among younger audiences. It’s refreshing to see a charity take creative risks, trust its team, and deliver a campaign that’s both relevant and impactful.‍

Grand National: Stand up for racing

As attitudes towards equine sports evolve, horse racing is under increasing scrutiny and fighting to maintain its 'social license'. In 2023, the Grand National was disrupted by Animal Rising activists, attempting to halt the race. The incident became a PR nightmare, but the industry's response was a masterclass in crisis management.

Leading figures quickly formed Stand Up For Racing, a united front that defended the sport with professionalism. Running until April 2024, expert broadcasters dismantled the criticism in calm, fact-driven TV debates, pushing back on claims and showcasing the sport’s merits.

Rather than waiting for the next controversy, Stand Up For Racing launched a centralised website to transparently address concerns, offering clear, evidence-based responses, accompanied by shareable graphics and links.

While we can’t predict every crisis, a well-prepared communications strategy, supported by evidence and backed by media trained spokespeople, can turn the odds in your favour.

Tesco: "Icons" outdoor ad campaign

Tesco swapped the letters in its logo for foods beginning with the same letter. A stellar example of true brand recognition. Despite removing the supermarket chain’s name, it was still recognisable, reflecting what can be achieved if you’ve done the work to build a strong, authentic brand.

In reality, a logo is just the beginning. A brand’s identity extends far beyond its visual elements. What matters is the emotion, connection, and value that the brand provides to its customers. It takes time, branding, PR and positive customer experience to establish this. Once that’s done, your messaging can be as simple as a single image or idea.

Focus on all things brand, and everything else follows.

British Airways: A British original

No logo, no slogan, no copy at all. That’s what British Airways did with its “A British Original” campaign. It took the brand’s iconic status and paired it with the universal human experience of travel — capturing the beauty and excitement of looking out the window of a plane.

Why was it one of the most talked-about ads of 2024? It relied solely on the emotional impact of its imagery. British Airways has the brand power to pull off such a bold move, but the creative execution was nothing short of genius. Sometimes, less really is more. If you’ve built a strong enough brand, you don’t need to say much at all — your audience already understands the story.

Whether it’s through humour, emotion, or creativity, the brands that stood out this year were true storytellers. As we move into 2025, the learning is clear: invest in your brand, understand your audience, and don’t be afraid to take risks.