From simple ideas to bold moves: Sumanth Wilkins talks favorite campaigns and their creative genius

TBWA\RAAD

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Dubai, United Arab Emirates

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Sumanth Wilkins, Creative Director at TBWA\RAAD, takes us inside the world of advertising campaigns that have made a real cultural impact. From Michelob Ultra’s farm-focused initiative to Apple’s user-generated "Shot on iPhone," these campaigns prove that great advertising is not just about selling products — but about telling stories that matter.

Which 5 advertising campaigns (across any medium—print, video, OOH, social, etc.) would you consider your favorites? 

• Swedish Number Campaign (Swedish Tourist Association)
• Shot on iPhone Outdoor Campaign (Apple)
• Palau Pledge
• Contracts for Change (Michelob Ultra)
• #OptOutside (REI)

^{Swedish Number Campaign | Swedish Tourist Association}

What elements or creative strategies from these top 5 campaigns do you believe set them apart from others in the industry? 

What makes these stand out is how they break away from traditional advertising to offer something more meaningful. Michelob Ultra’s "Contracts for Change" supports farmers by guaranteeing purchases during their organic transition, showing how brands can drive change through action.

^{Contract for Change | Michelob Ultra}

REI’s #OptOutside redefined Black Friday, proving that bold moves rooted in values can inspire loyalty. Apple’s "Shot on iPhone" turned customers into creators, showing how authenticity and simplicity can elevate a product. Together, they demonstrate that creativity is as much about making an impact as delivering a message.

^{Shot on iPhone OOH | Apple}

Have they influenced your own work? If so, how?

Absolutely. Campaigns like these have shown me that while tech and innovation are exciting tools, it’s easy to overcomplicate ideas in today’s fast-paced world. What stands out are the simple ones—the ones that connect with the average consumer and leave a lasting impression. Whether it’s authenticity or standing for values, the focus on clarity and purpose is what I strive to bring to my own work.

^{Palau Pledge | Palau Legacy Project}

If you had to choose one campaign from your top 5 that you wish you had been part of, which would it be and why? What do you think made it so successful in resonating with audiences? 

#OptOutside by REI. Shutting down on Black Friday? Genius. It dared to shut down business on Black Friday and inspired a movement to reconnect with nature. Simple, bold, and powerful. That’s the kind of work I aim to create.

^{#OptOutside | REI}