My Favourite Campaign of 2025

This week, YOU, , are joining 1000+ people who’ll get this 17th edition with a new style.

I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

Let’s get going!👇🏻

I don't think there could be a better way to end 2025 than by discussing this amazing campaign from LiveOnNY.

It's an organisation promoting organ and tissue donation. And surprisingly, they aren't boring.

If anything, their tone is relatable, friendly and interesting.

It's the last edition of this newsletter for the year so I had to go out with a bang.

And for that, I chose a campaign about going out and yet, it doesn't take itself too seriously.

The latest campaign has been refreshing itself for over an year now. And LONY's Instagram tells us that they keep updating mediums and format.

Sometimes, it's magazines. Sometimes, it's a billboard. And some other times, it's a hoarding inside the NY subway.

The reason why I think they're brilliant is because of the writing. Yes, that's it. No AI. No fancy digital billboards. No visual aid or exceptional art direction.

Just pure writing which reminds me how powerful it still is.

I'm not saying you shouldn't let your writing take the help of everything I stated above. You must. You absolutely must.

But don't let that fool you from the fact that the lack of good writing or a big idea cannot be replaced my fancy visuals.

And that's primarily why I love this campaign so much. I'm not a print ad slut. I'm more of a sucker fro good, simple writing.

Now lemme show you the beauties...

Ad #1

The wordplay is clever, sometimes cheeky but always hits the mark. Don’t you think?

Using a popular phrase (dying to get), LiveOnNY makes its point clear as day.

The only copy that’s hard to ignore is copy that’s rooted in truth.
And this is as close as you get.

Tip: If you can match the literal and figurative meaning of a phrase, you can turn heads.

Ad #2

Organ donation is a noble cause. Everybody knows that. But that is how sales language sounds.

Want it to sound like marketing language? Say you’ll go out a hero.

And pair it with a great insight on how you may not save just one but several lives.

That feels more heroic. Don’t you think?

Ad #3

You've heard the tip that a good headline can just be a question...

Well, this is the kind of question they are talking about. Because it's reflective, introspective and makes you think.

You don't just read it and answer a hell yes or a hell no. It makes you ponder over the thought and that's why the ad stays with you even after you've flipped the page.

Ad #4

Organ donation can be a way to live forever. And that makes it cool.

And while you might consider it to be a stupid desire, but people do care about legacy and noble causes…

So shout out to the copywriter who thought of this because it hits you right in the feels.

This also sounds like the same heroic tone that was used in Ad #2.

Ad #5

Another certified bangin' line.

And very similar in tone and idea to Ad #1

You know why? Because it's telling you a truth and you cannot deny it.

It was a while ago when I heard Harry Dry say it on the podcast that the sign of a good copy is that nobody can copy it.

And I think this is one of those lines.

That's why it's so beautiful.

Ad #6

Same thing as ad #3. An extremely introspective question posing as a headline.

Which reminds me that a good headline isn't just the one that asks a question. It asks the right question in the right way.

Otherwise, you might just be following a template.

Tell me what's better:

Want to donate an organ? Or What if your greatest contribution came after you were gone?

You get my point now.

Ad #7

This one cracked me up!

It technically reframes the thought that your organs are not just your own. But in a friendly, banter sort of a way.

Like your turn is over and a needy friend now wants your piece of the pie.

Sounds like ragebait to me, but the good kind, if that's ever a case.

No better way to end 2025 with a campaign like this that makes you look inward and implants the idea that you can still do something bigger than yourself, like actually saving lives.

And what's crazy is that I'm saying all this just on the back of a couple words written on hoardings in a public place.

But I guess that's the power of good copywriting.

It stays with you and makes you think.

And guess what? I'm yet to see AI do it.

That’s it for today. Wishing you a Happy New Year!!! 🫶🏻

What do you think about this ad campaign and today’s newsletter?

Hit reply & let me know your thoughts, !

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