August gave us throwback creative, public call-outs, playful inbox copy, and plenty of movement. From reviving an iconic campaign to turning group-chat indecision into out-of-home advertising, these are the creatives that caught our attention this month.

1.  Jaffa Cakes

Chosen for: Strategy

Jaffa Cakes brought back its iconic ‘Full Moon, Half Moon’ campaign to mark August’s solar eclipse. It’s a simple bit of reactive creative that taps into a cultural moment while leaning on something audiences already know and love. The result feels instantly recognisable, relevant, and very Jaffa Cakes. Proof that sometimes the best new idea is knowing exactly when to bring an old one back.

2.  PerfectTed

Chosen for: Copy

PerfectTed keeps things simple with a subject line built around curiosity. ‘Did You See This Yet?! 🧊’ gives very little away, while the ice cube emoji hints at the iced matcha product inside. It’s conversational, playful, and gives people just enough reason to open. A nice reminder that sometimes less copy does more work.

3. Kayak

Chosen for: Innovation

Kayak took group-chat indecision out into the real world with its ‘Bookboards’ campaign. Travellers could nominate the friend holding up their holiday plans, with selected names appearing on digital billboards near their home or work. A brilliantly bold way to turn a familiar behaviour into a personalised out-of-home campaign.

4.   Pret

Chosen for: Copy

Pret serves up some suitably summery copy for Wimbledon, using tennis language without pushing the theme too far. From ‘Game, set, match-a’ to ‘the last punnet of strawberries’, the copy ties its iced Matcha offer neatly into the moment while still sounding like Pret. A simple seasonal email with some nicely judged wordplay.

5.  Mcdonalds

Chosen for: Design

There’s a lot going on in this McDonald’s email, but animation keeps the whole thing feeling energetic rather than overwhelming. Burger options swipe through the hero, text shifts throughout the email, and a yellow ticker tape adds even more movement further down. Bold, playful, and very hard to scroll past.

This month’s picks show how many different routes there are to a strong creative idea. It might be perfectly timed nostalgia, a subject line that creates just enough curiosity, a bold use of personalisation, or a clever bit of motion that keeps people scrolling.