In 2025, strategic communication has evolved with unstoppable force, and APPLE TREE has been working with brands to help develop some of the best communication campaigns of 2025.
With an innovative, creative, and results-focused approach, the strategic communications agency has managed to connect emotionally with diverse audiences and generate cultural, social, and business conversation. Here we take a detailed look at the best communication campaigns of 2025 that have set trends, influenced, and been effective:
1.’BRAVA’ by Choví
The “Brava” campaign for Choví has established itself as one of the best communication campaigns of 2025 due to its ability to transform an everyday product, brava sauce, into a cultural symbol with its own personality.
APPLE TREE and Keepers created a transgenerational storytelling that combined humour, nostalgia, and pop culture, with iconic characters such as Agustín Bravo and Cañita Brava alongside contemporary digital creators. The narrative was amplified in both digital and traditional media, generating massive conversation around the launch of the new Salsa Brava range. This campaign has succeeded in transforming ‘patatas bravas’ from a mere dish into a cultural and social phenomenon, transcending formats and generations.
2.‘Las cosas claras’ by MAPFRE
Another of the best communication campaigns of 2025 was “Las cosas claras” (Let’s be clear) for MAPFRE. This digital initiative was created with the aim of democratizing financial education, a traditionally complex area, explaining it in accessible, approachable, and fresh language for the general public. The strategy combined the expert voice of financial professionals with the creativity and approachability of content creators, generating short audiovisual pieces adapted to social media and digital channels.
The result was clear, useful, and relevant communication that brought complex concepts closer to the public in a natural and effective way, reinforcing MAPFRE’s relevance as an educational and reliable brand in the digital environment.
3.‘Truman, a very special literary expert’ by Casa del Libro
The ‘Truman’ campaign is one of the most innovative on the list of the best communication campaigns of 2025 due to its integration of advanced technology with an emotional and human approach. Casa del Libro, supported by APPLE TREE, launched Truman, an AI-based literary expert that personalizes recommendations just like a trusted bookseller would.
This project not only redefined the way stories are discovered, but also gave AI a familiar and endearing face, transforming it into a useful, accessible, and emotional tool, available even through everyday channels such as WhatsApp.
4.‘Nada’ by Gas Verde Sí
With a clear and forceful social awareness approach, “Nada” ranks among the best communication campaigns of 2025 by addressing the debate on biomethane and the energy transition. The campaign, created to promote Gas Verde Sí, turned simplicity into a powerful message: decarbonization without complications or costly changes in everyday life.
Under the slogan “NADA,” APPLE TREE communicated the green energy proposal as accessible, efficient, and ready to be integrated into people’s lives, achieving significant support from organizations and broad media visibility.
5. ‘Somos ecofriend’ by Ecoembes
Another of the best real-time marketing communication campaigns of 2025 was ‘Somos ecofriend’ (We are eco-friendly) in collaboration with Ecoembes. Taking advantage of the virality of a spontaneous phrase uttered by contestant José Carlos Montoya on the popular TV show La Isla de las Tentaciones (The Island of Temptations), APPLE TREE spotted a unique opportunity to connect with young audiences and raise awareness about recycling.
Within a few hours, a piece of content was produced that accumulated millions of organic views, reinforcing Ecoembes’ positioning in sustainability and showing how spontaneous narratives can become powerful campaigns when managed with strategic agility.
6. IKEA’s “We Have a Dream”
IKEA’s “We Have a Dream” campaign is another of the best communication campaigns of 2025 due to its internal and socially meaningful approach. This employer branding communication highlighted the “invisible alarms” that affect women’s sleep quality, using a narrative that invited reflection and real equality. Through an internally distributed documentary experience, the campaign had an impact on IKEA’s workforce and reinforced the importance of corporate policies that support equality and well-being.
7. CUPRA’s ‘Design Obsession’
Finally, ‘Design Obsession’ for CUPRA ranks as one of the best communication campaigns of 2025 for its innovative approach and spectacular execution. For the launch of the new Formentor and Leon models, the campaign transformed a traditional event into a hybrid experience combining fashion, technology, and innovation, including a virtual fashion show with holographic technology.
This action not only reinforced CUPRA’s DNA as a brand obsessed with design, but also attracted international attention, generating widespread impact and consolidating the idea that immersive experiences are key in contemporary campaigns.
In conclusion, the best communication campaigns of 2025 share a clear strategic focus, bold creativity, human narrative, and cultural relevance. From technological experiences such as Truman to impactful social campaigns such as “Nada” or “Somos ecofriend,” the year’s recap shows how communication can profoundly influence global behaviour, perception, and conversations. At APPLE TREE, we celebrate these campaigns that not only generate results for brands but also meaning for audiences and society.
