Campaigns We Loved In January
Guys, we made it.
It’s officially the last Friday of January, day 101 of the longest month on record, and we can finally breathe again. How’s everyone doing? If you’re anything like us, you’re just happy to have crawled out of the January trenches and into the fast-paced chaos that the rest of 2026 has in store.
Campaign-wise, January wasn’t exactly overflowing with groundbreaking moments (Dry Jan in more ways than one), but there were a few gems that absolutely deserved a shout-out.
So, let’s get into it – we won’t keep you waiting…
On The Beach – Brooklyn Beckham
Unless you’ve been on a digital detox, you’ll know the Beckhams have been navigating a bit of a PR turbulence, as Brooklyn Beckham finally broke his silence on the ongoing family feud that’s been swirling around the tabloids for months.
Naturally, the internet did what the internet does best, spiralled into meme-mania. It was everywhere. Pop-culture gold.
Enter On The Beach.
The brand spotted the moment instantly and delivered the reactive campaign of the month. No cheap digs, nothing messy, just the perfect dose of cheek, timed to perfection, and executed so smoothly you almost want to applaud.
It’s the kind of reactive marketing we live for: fast, clever, culturally tuned-in, and impossible to scroll past. Take a bow Rob Brooks.
Molly-Mae x Adidas
Now. When we talk about getting partnerships right, Molly-Mae is that girl.
This collab is one of those “of course” moments. She’s been an Adidas girly from day one, and yes, we did the mandatory Instagram deep-dive to verify this. (John, if you’re reading… it was for work purposes, we promise.)
Naturally, an announcement from Molly-Mae doesn’t come without controversy, but is the partnership doomed? Not a chance. Her fans show up every time.
And Adidas knows exactly what they’re doing. Once a purely sportswear brand, they’ve become a full lifestyle staple; Sambas are still the it-girl shoe. This collab makes perfect sense, and we absolutely can’t wait to see the collection drop (and try to get our hands on a pair before they inevitably sell out).
NHS x Harry Styles
When Harry Styles announced he’s back, new music AND another stadium tour, Holly’s scream could be heard echoing across Lancashire. We’ve all seen the presale chaos, we’ve watched Holly attempt to secure 10 tickets, and we’ve accepted that she may not emotionally recover until summer.
But the best part of the announcement wasn’t actually Harry himself (shocking, we know).
It was the NHS.
Using a simple carousel of Harry through the years, they reminded women that cervical screening invitations land every three years. Not glamorous. Not fun. But absolutely life-saving.
And guess what?
It worked.
I booked mine in immediately.
It was clever, reactive, unexpected, and a great example of a usually straight-laced organisation dipping into humour to drive action. More of this, please.
Joe Jonas x TRIPP
This one came courtesy of Holly Holloway, and if you know Holly, you know there are two things she’ll always champion: Boybands and beauty. So when she sent this over, there was no way it wasn’t making the list.
Joe Jonas is now the face of hydration brand TRIPP… and the campaign? Stunning. Vibrant. A masterclass in creative direction.
This wasn’t just another celebrity partnership.
It was a scroll-stopper.
A bar-raiser.
The kind of campaign that makes you rethink your entire content strategy.
And honestly? We’re obsessed.
See you in February
And that wraps up January, the month that felt like a trilogy. Despite being quieter on the campaign front, the gems we did get reminded us why we love this industry so much: quick thinking, cultural awareness, creativity, and the ability to turn even the most chaotic news cycle into something clever.
Here’s to February bringing a little more sunshine, a little more serotonin, and a lot more iconic campaigns for us to obsess over. If you need support creating a marketing masterpiece, you know where we are.
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