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E-cigarette company JUUL marketed its products as a safe alternative to cigarette smoking, despite having conducted no research supporting such claims. Truth Initiative exposed the fraudulent marketing of the company by creating a fictional demonstration depicting animals protesting the notion that it was using its customers as lab rats.

The Campbell Soup Co. partnered with Hallmark, POPSUGAR, and Walmart for “Joy Night In,” an authentic and culturally relevant campaign which propelled modern brand perceptions that motivated purchase intent, recommendation, and brand actions among audiences.

OREO partnered with HBO to launch limited edition OREO Game of Thrones (GoT) cookies as a tribute to the final season of Game of Thrones.

Air National Guard organized a major media takeover of one of the most iconic transportation hubs in the world, Penn Station, with more than 135 ad units for 14 weeks during peak travel season to showcase the brand and reach potential recruits.

For its second year in the market, sparkling water brand bubly brought its playful message to advertising’s biggest stage.

Canadian airline WestJet created a holiday campaign that asked customers “Is it better to give or receive?”

To drive attention and conversation for its base Cheez-It brand, Kellogg’s Cheez-It paired with a boxed wine brand, creating an all-inclusive snack pack for adults.

TD Bank set out to express its thanks to its small-business customers doing good in their communities.

e.l.f. Cosmetics boosted brand affinity among generation Z with a TikTok challenge that used an original song, which eventually achieved success in its own right on the music charts.

During Día de los Muertos, Victoria Beer showcased La Catrina, an iconic and vibrant symbol of the holiday’s celebration of remembrance, on limited-edition packaging and social media, and at stores and events.

Wendy’s used its social strategy to reinforce and prove its brand promise: Consumers wanted Spicy Nuggets, and it provided them like only Wendy’s could.

American Family Insurance strove to cultivate awareness among millennials with tactics that included partnerships with professional athletes and outreach to new fathers.

Pepsi #Summergram celebrated America’s desire to “unapologetically enjoy summer” with more than 250 unique bottles, each with its own summer statement and icon deep-linked to Instagram’s augmented reality effects.

Spirits company Diageo introduced an instant cocktail beverage to compete with the practicality of beer during the summer season.

Burger King leveraged McDonald’s Corp.’s abundance of locations to create an offer that drove its underperforming mobile app to number one on app stores, and led to its highest number of store visits since 2015.

Target created an immersive shopping experience for customers to alleviate some of the stress associated with shopping during the holiday season, and improved brand sentiment.

To generate awareness around the new TUMS Chewy Bites with Cooling Sensation product, TUMS partnered with a YouTube series and invited millennial consumers nationwide to partake in a “TUMS or Dare” challenge through a cross-channel campaign.

The Hershey Company created the Hershey’s Emoji Bar to help children build social connection, and drive sales during back-to-school season.

To boost sales among “Shopper Moms” at H-E-B stores in Texas, Hershey created a campaign featuring a locally-themed recipe for making S’mores, supported by an endcap display, influencer content, and in-store events.

During Women’s History Month, Diageo shared the untold stories of the craftswomen that help to create the brand’s quality whiskey products that consumers love.