In a world where consumers are increasingly elusive to engage, standing out from the crowd has never been more challenging.

Yet, over the past 12 months, some brands have managed to do just that with creative and inspiring work that redefined conventional marketing and advertising.

From clever OOH (out-of-home) builds and eye-catching PR stunts to innovative product launches, these campaigns embraced unconventional thinking to deliver activations that captured widespread attention and acclaim.