Creativity in PR: The Campaigns That Still Inspire Us in 2025
Working in PR, I’m always on the lookout for fresh ideas that spark inspiration and push the boundaries of brand storytelling. Creativity in PR has never been more important. In an era where audiences are bombarded with content, the campaigns that stand out are the ones that are bold, unexpected, and emotionally resonant.
Here are three brilliant examples of creative PR campaigns that continue to inspire communicators in 2025.
1. LifeDirect’s “Death of Simon the Sloth”
Back in New Zealand, life insurance comparison site LifeDirect took a brave step: they killed off their much-loved mascot, Simon the Sloth, in a dramatic TV ad.
Simon’s sudden “death” sparked a social media frenzy, with thousands of viewers desperate to know what happened. The very next day, the brand followed up with a tongue-in-cheek obituary ad in national newspapers. Readers were invited to stake a claim to Simon’s $10,000 life insurance payout by inventing stories about how they knew him.
The results?
17,000 visits to the campaign microsite
A 32% increase in traffic to LifeDirect.co.nz
A 44% boost in brand preference
It’s a perfect reminder that creativity in PR often means taking risks — even with something as sensitive as life insurance.
2. NOW TV’s 25ft Jeff Goldblum Statue
To celebrate the 25th anniversary of Jurassic Park, NOW TV erected a 25-foot statue of Jeff Goldblum next to London’s Tower Bridge — capturing him in his now-iconic shirtless pose.
The stunt took 250 hours to build and quickly became a global sensation:
25.2k tweets in the first 24 hours, reaching over 246 million people
293 pieces of international coverage
A 42% spike in Jurassic Park viewing figures
This is creativity in PR at its boldest — blending pop culture with playful spectacle to grab attention worldwide.
3. Siemens’ FABRIC Project
Siemens took a very different approach, combining data visualisation, fashion, and technology to tell stories about the future of African cities.
Partnering with local designers, Siemens transformed smart city data into fabrics that reflected urban challenges and solutions. These designs were showcased at a fashion show, sparking powerful conversations about infrastructure, energy, and innovation.
The campaign generated 57 pieces of coverage across top-tier outlets and positioned Siemens as a forward-thinking brand leading meaningful change.
Why Creativity in PR Matters in 2025
These campaigns show that creative PR isn’t just about headlines or stunts. It’s about making ideas memorable, sparking emotion, and starting conversations that last.
In 2025, where audiences value authenticity and experiences over generic brand messaging, PR creativity has become the differentiator between campaigns that fade away and those that make cultural impact.
Want to inject more creativity into your PR strategy? Let’s talk about how bold ideas can put your brand in the spotlight.
