Not every campaign needs a glossy TVC or high-decibel visuals to leave a mark. Sometimes, it is the idea, sharp, timely and well executed, that does the heavy lifting. With that in mind, IMPACT brings together a curated selection of campaigns that stood out for their thinking-first approach and clever execution. Spanning OOH, on-ground activations, prank-led concepts and the revival of familiar characters, this list celebrates work that cut through without relying on spectacle alone, proving that when the idea is strong, it naturally becomes the hero.
