This year again, the Club We Are COM We invite you to draw the cards of tomorrow's communication. 🃏 What were the best inspirations of 2024? Which major archetypes stood out in our annual tarot reading of communication trends for 2025?
Original campaigns, creative gems, impactful stories…? Let's come up with lots of great ideas for the new year together! 🤓 Let's get started with a unique benchmark, placed under the sign of the great symbols of communication.
#1 – The valiant knight
👉 This valiant figure dedicates his destiny to just causes. Alongside his companion, his faithful steed, he defends the widow and the orphan, these universal and just values for which he mobilizes with nobility and conviction. Rights, health, responsibility, inclusion… in 2024 the causes championed by communication were numerous.
The Olympic and Paralympic Games have ingeniously inspired Sanofi. As a partner of the event, Sanofi has developed an awareness campaign, featuring a flag, against meningitis with three para-athletes affected by the infection. Isn't the banner the quintessential accessory of a knight, a symbol of rallying to a cause?
Speaking of flags, this year it's also the Crédit Mutuel which distinguished itself with an internal poster campaign to combat everyday sexism. The idea? To use real comments in a powerful way and raise awareness: “We can't count on her on Wednesdays." or "She's too gentle for this job".
Like Crédit Mutuel, it is L'Oréal who chose to play on the trivialization of the remarks on the occasion of the national day against sexism: “Come, you'll be our secret weapon","You're not planning on having a child soon?" and other incisive phrases. This poster campaign is a continuation of their fight against street harassment, which stated, among other things: Our lipstick has nothing to do with it; street harassment is never your fault. ».
When discussing the representation of women in society, one could not fail to mention WhereAt a time when AI beauty pageants are being organized, the brand is once again setting itself apart by promoting the authenticity and diversity of beauty. The “Self-Esteem Project” places 2025 under the banner of inclusive and responsible AI. Want to create realistic looks? Dove offers its guide!
AI again, but this time ecology, with the company Veolia, which has chosen to revisit the greatest Impressionist works to denounce global warming. In the “Eco Water” campaign, the realism of artificial intelligence depicts chilling landscapes.
The valiant knight in videos
The striking reality of Orange
Heetch's psychological support
#2 – The Mischievous Child
👉 Between creativity and wonder, The archetype of the mischievous child plunges us back into an imaginary world specific to childhood., to playful reverie. This year, many campaigns have chosen to draw from this light and refreshing universe, a recipe that has no age.
In terms of fun and user experience, ouigo Ouigo is innovating by offering illustrated activity books for children to prevent tantrums on trains. Included in the Ouigo Family pass during peak travel periods, the small, colorful booklet entitled “Les Sourdines” (The Mutes) is the work of true artists.
How to celebrate Saint Honoré, the feast day of bread artisans? With a stamp of a French baguette, answers Post OfficeThis clean and childlike design, printed in nearly 600.000 copies, instantly immerses us in the history and past of the group and of France.
A retrospective as always, but this time with SNCF Connect, which offers users of the application the opportunity to relive their journeys from 2024.My Retraction" takes the form of a pop, colorful and quirky assessment, in which For example, the kilometers traveled are counted in lengths of Olympic swimming pools.
The mischievous child in videos
Bolt’s “little Think Tank”
Duralex's fun and resilient report
You know Crispy 2052? That's the futuristic manga imagined by the brand. KFC to appeal to the 15-25 year old target audience. Created by authentic mangakas – manga professionals – this book is available in stores and on Amazon.
The strategic geek in videos
Renault's personalized gaming
SNCF Réseau's Roblox experience
The wacky TikTok account of Leclerc Pont L'Abbé
AI interaction with Qatar Airways
#4 – The Rebel Icon
👉 The rebel icon, you know, is that provocative campaign that plays on the codes, sometimes even risking bad buzz. Humour, irony and audacity: the rebellious icon fully embraces her iconoclastic stance.Discover our provocative selection of 2024.
If the rebel icon were a media outlet, it would be Le Gorafi. That was all it took to spark ouigo to forge a partnership with this pioneer of unapologetic fake news. The result? This collaboration breaks down prejudices with humor and audacity, by expressing indignation, for example: “A young woman from Lille arrives at the train station 18 days in advance to be absolutely sure not to miss the train".
Still in partnership with Le Gorafi, this is the plant products company La Vie who this time decided to go for the absurd. The idea? To circumvent the ban on using meat-related terms on the packaging of their vegan alternatives, by displaying on their packaging “Your shitty name here".
Burger King, an icon of unconventional communications, caused a stir this year with an employer branding campaign promoting their apprenticeship positions. Their posters featured young people aspiring to ultra-competitive – and therefore difficult to access – careers, with the caption “If you're unsure, Burger King is recruiting apprentices.So, is it misunderstood audacity or a valorization of failure?
Being rebellious also means daring to talk about your competitors, even promoting them. That's the approach taken by Heetch, during the Olympic and Paralympic Games, which invited tourists to turn to Uber services, to pamper and guarantee the tranquility of the people of the Île-de-France region.
The rebel icon in videos
Apple's bad press
Michel-Édouard Leclerc's tackle
#5 – The magician of the ephemeral
👉 The superpower of the magician of the ephemeral is to enchant the moment. This incredible illusionist of the spectacular plays with devices, loves parody and knows how to seize the moment to captivate.
What if, for once, it wasn't us watching the planes go by, but their passengers watching us? British Airways It offered passersby a unique experience with its illusionistic poster campaign, depicting travelers in close-up through portholes. This campaign had no logo, no name, no call to action… And yet it made a lasting impression.
It is on public transport that Neoness wanted to engage users by subverting the traditional codes of these living spaces. One could read, in particular, “Please mind the gap between… your motivation and reality"on the subway or even"Soon, the return to theaters, and this is not cinema."on the buses.
In 2024, and for the first time, Dassault Systèmes illuminated the giant screen in London's Piccadilly Circus to showcase its innovations based on virtual twins – digital copies of a real object or system. In fact, every 10 minutes, an immersive video invited passersby to explore the innovations of the software company specializing in 3D design.
The magician of the ephemeral in videos
Brlo's parody
The incredible happening at BPCE
#6 – The Committed Guide
👉 Awareness, prevention and education… The committed guide enlightens its audiencesWith strength and relevance, with impact and kindness, these communication campaigns ingeniously serve the message.
Did you know that Barilla giving a second life to its packaging? This ingenious initiative, which transforms pasta boxes into ready-to-ship parcels of second-hand items, was launched on World Recycling Day.
Virtual twins always with Dassault Systèmes, which features Emma Twin on LinkedIn. This virtual advisor shares her daily life, while highlighting the company's innovations, particularly through videos.
To support the population in their procedures and rights, the HFNC has revolutionized the editorial line of its free magazine “Family Lives”. Modernized visuals, original infographics, local news, hybrid format… Enough to delight their many readers, and educate them.
How can we prevent the risks of drunk driving? Last Halloween, the matmut offered 2.500 Uber discount vouchers, via a digital activation and a hard-hitting poster campaign, which read “For Halloween, leave the steering wheel behind. You'll scare people at the end of the night, but not on the way home..
And finally, please note that, like DecathlonIt is possible to be both a dedicated guide and a recruiter. The sports retailer has taken the bold step of reversing recruitment roles by publishing recruiters' CVs on LinkedIn. We applaud this original initiative.
The committed guide in video
Macif's unusual acts of incivility
The hilarious music video from the French National Health Insurance (Assurance Maladie)
#7 – The Silent Alchemist
👉 The alchemist transforms the very essence of a brand. Silently, in the shadows, and seemingly without effort, he imbues it with accuracy and depth this identity that is unique to him.
The Silent Alchemist in Examples
You most certainly haven't missed the new logo DecathlonThis perfectly embodies the brand's positioning: to do wonders with sport, for everyone and at all levels. Indeed, this new logo consists of an orbit and a peak, representing a mountain, a wave, a sail, a heartbeat… it's up to you to interpret.
Like Google's doodles, those regularly changing decorations from the search engine, the city of Los Angeles opted for a logo that is infinitely modifiable but always recognizable for the Games. LA2028Indeed, the “A” is never represented in the same way, as a sign of openness to the world.
We wouldn't believe you if you told us you didn't also have an opinion on the new logo of JaguarThis visual redesign generated a lot of buzz, mostly negative. And yet, this bad press generated millions of views, multiplied Google searches, and dramatically increased the brand's social media followers… Even Elon Musk reacted!
“Let’s talk about culture,” the first poster campaign of TéléramaIt cleverly reintroduces the "T" from its iconic name to break away from its image as an elitist media outlet. This is an interesting approach to making its image more accessible and approachable.
Finally Lidl Lidlize pulled off a masterstroke by blending brand heritage and AI. Using the Lidlize platform, users could personalize items in the brand's colors. A competition then allowed the designs that generated the most impressions to be produced and sold.
#8 – The Guardian of the Tribes
👉 The guardian of the tribes is wary of mass communication, for to address its communities in a highly segmented wayThe guardian archetype protects specific tribes, offering them originality, authenticity, and personalization.
From an employer branding perspective, this trend is the latest must-have. More than ever, brands are turning their employees into ambassadors, featuring them directly in their communications. This guarantee of authenticity has already proven successful. Cooperative U, Health Insurance, GRTGaz, the matmut and many others.
How to generate 4 million views for €0? The Breton potato chip brand Bret's They did so when renowned influencers McFly and Carlito wanted to visit their Rennes factory to discover the secret of flavoring their chips. Incredible!
To innovate with young people, The postal bank The company is constantly coming up with new ideas, such as organizing a major AI creation contest on Instagram. The winner, shaun.ai, was able to contribute to the visual design of a massive FOOH (Front-of-Home) campaign. In total, it garnered 51 million impressions and 94.000 positive interactions.
And finally, the brand Los Angeles Apparel has simply chosen to display the faces and biographies of its employees on its clothing labels. This initiative highlights its internal resources while encouraging consumers to shop more responsibly.
The guardian of the tribes in videos
Nyx's ode to nonconformity
Macif's stand-up comedy
#9 – The Nostalgic Seducer
👉 His dream? To resurrect the icons! The nostalgic seducer plays on the codes of past eras and brings outdated aesthetics back into fashion. Its greatest asset is the strong emotional connection that emanates from its irresistible vintage appeal.
The nostalgic seducer in examples
Who said insurers couldn't have a ready-to-wear collection? Certainly not the Maif, which to celebrate its 90th anniversary unveils “Maif Heritage”, an eco-responsible capsule collection with vintage looks, proudly displaying the insurer's logo from the 80s.
It is thanks to artificial intelligence that Macsf has launched its very pop culture campaign, “Start’”. To promote health professions to students, the mutual insurance company has chosen to produce colorful visuals on the theme of adventure, using the codes of current blockbuster productions.
Chocolates Cadbury They celebrated their 200th anniversary this year! An opportunity to delve back into the brand's history by organizing a vintage poster design contest using AI. Nostalgia, creativity, innovation… the perfect ingredients for a successful anniversary.
The nostalgic seducer in video
Nostalgia is the employer brand of Caisse d'Épargne IDF
#10 – The Epic Storyteller
👉 Our latest trend of the year is that of the epic storyteller, This character is capable of transforming any narrative into an immersive and captivating story.The epic storyteller knows perfectly how to combine storytelling and brand mythology.
The epic storyteller as an example
The 100% electric and incredibly innovative Olympic cauldron of EDF This year, it made a profound impression, transcending mere technical support into a true symbol of the Olympic and Paralympic Games. Isn't that the best publicity the group could have hoped for?
The epic storyteller in videos
The docu-realist of Brico Dépôt
Volvic's explosive duo
Boursorama's advertising tunnel
📽️ The workshop replay and the presentation slides: "Communication Trends 2025"
