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In 1988, the founders of Nike created the 'Just Do It' campaign, which is now one of the most successful advertising campaigns in history. The campaign was designed to feature professional athletes sharing personal stories, whether that is their accomplishments or the hardships they faced. The slogan is a simple phrase that can apply to everyone. It sends the message that anything is possible if you put your mind to it. It encourages consumers to achieve their goals, no matter what obstacles stand in the way. To this day, Nike continues to showcase the stories of professional athletes and inspire people to be better.

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In 1993, there was a decline in milk sales and the California Milk Processor Board (CMPB) had to find a way to encourage people to drink milk. They hired Silverstein & Partners, a prestigious advertising agency based in San Francisco, to create an advertising campaign. The first 'Got Milk?' campaign was aired on television in October 1993. The commercial featured a man with a mouthful of peanut butter, struggling to talk because he doesn't have milk to wash down the peanut butter. Viewers found the commercial amusing. The campaign was designed to boost milk consumption by showing viewers scenarios where people need milk, showing the importance of the drink. The campaign went on to include pop culture icons to reach new demographics. The ads featured celebrities with a "milk mustache" to appear more relatable. They also included facts to educate consumers about the benefits of drinking milk.

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In 2001, Apple released the iPod and became an instant hit. The device was able to download and play music from the internet, which paved the way for future Apple projects. Ipod did not only pave the way for a new era of technology, but it also made a lasting impact on the music industry. Along with releasing the iPod, Apple launched ads to promote its new products. These ads consisted of a black silhouette of people dancing in front of a colorful background. The music featured in the ads ranged from country to hip-hop. This helped artists gain exposure from consumers. The concept behind the ads was to showcase the portability of the device and the pleasure it brings people. Apple made them authentic and relatable to the public by incorporating regular people.

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In 2004, Dove started their 'Real Beauty' campaign, showcasing real women in the real world. The campaign emphasizes the importance of beauty in every woman and young girl. They feature young of different ages, sizes, races, ethnicities, or body types. Dove designed this campaign to build confidence in women and girls around the country and show that beauty comes in many shapes and sizes.

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In 2011, Coca-Cola launched the 'Share a Coke' campaign. For this campaign, Coca-Cola printed names on every can and bottle for consumers to purchase. The campaign went on to become very successful because it was engaging and created a sense of community. Consumers were determined to find their own personalized Coke bottle, which sparked buzz on social media platforms. Since Coca-Cola was founded over a decade ago, the brand highlighted the importance of community in its marketing. This campaign encouraged consumers to create memories with others by sharing a Coke.

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Metro Trains (Melbourne, Australia) 'Dumb Ways to Die' Campaign 

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In 2012, in Melbourne, Australia, Metro Trains created the 'Dumb Ways to Die' campaign. The campaign was designed to promote safety around trains for children and adults. Instead of using warning signs or announcements reminding passengers about safety protocols, metro trains created a memorable theme song. The song features cartoon characters engaging in dangerous activities, such as trying to cross over a train track. By using a catchy and comical song, the campaign brings awareness to the importance of being safe on public transportation.