Creative Advertising Trends in 2024

Since 2021 we have posted the main digital advertising trends on our blog, and from now on we are also delivering you the top creative advertising trends in the region. This year's list is created by Petra Gajica, Chief Crietive Strategist at Croatian Pink Moon, who pu together the biggest trends in the creative field of advertising for 2024.

The return of humour

In the world where joy and happiness are scarce, finding happiness amid chaos is becoming more important than ever. And how better to express it that with humoristic content. The return of humour was already visible at Cannes Lions festival that has introduced a category dedicated to humour. Little over half Film Lions winners (52%) were intentionally funny, a jump from 43% last year, and a Film Grand Prix went to Apple’s “RIP, Leo”, a darkly comic take of a lizard and his pet sitter. We can expect to see comedy’s 2023 comeback expand into 2024.

AI and human togetherness

In 2023 brands have curiously embraced Gen-AI – whether we used ChatGPT for hunting insight and drafting copy or Midjourney for expanding our visual imaginative powers, newly found creative potential of Gen-AI became an asset. What started as a play in creativity will in 2024 became a serious way to augment creative work that will lead to greater productivity, enhanced customer experience and AI-assisted innovation. 

Retro nostalgia is the future

From aesthetic that references the 90’s to old school flip phones and wired headphones, the nostalgia revival is getting into full swing. This nostalgic moment can easily be captured though visuals with rainbow-fuelled colour palette, kid core aesthetics and vibrant text illustration. 

Serving realness

Down with curated, long live candid visuals, moments, and experiences. People are in search for unfiltered photos, unedited behind-the-scenes moments and authentic styles in the sea of sameness. Brands can stop trying to be perfect and show them the messy realism that bring joy in consumers lives.