The Best Back-to-School Advertisements of 2023

As the back-to-school season approaches, advertisers are competing with ingenuity to create memorable campaigns that captivate the audience.

The year 2023 is no exception, with a multitude of remarkable advertisements that have made an impact. In this article, we present you with the five must-see advertisements of the 2023 back-to-school season.

Article Summary: The Best Back-to-School Advertisements of 2023

  1. TOP 5 Best Back-to-School Advertisements of 2023
  2. Trends in Advertising for 2023
  3. Keys to the Success of Back-to-School Advertisements in 2023

TOP 5 Best Back-to-School Advertisements of 2023

Clairfontaine's Campaign for the 2023 Back-to-School Season

The iconic stationery brand, Clairfontaine, wanted to make a statement with its latest 2023 back-to-school campaign. It took place from August 30th to September 5th this year on bus shelters, store windows, 4 x 3-meter billboards, and even digital screens.

The central image of the campaign prominently displays the brand's famous logo, but deliberately truncated, creating a visual intrigue.

The slogan "T'as la réf?" (Do you get the reference?) is featured, winking at the language of Gen Z, expressing the ability to recognize a reference without necessarily explicitly naming it.

This clever campaign, particularly in how Clairfontaine manages to stay relevant and engage its audience by integrating elements of popular culture while showcasing its own brand identity.

Clairfontaine 2023 advertising campaign

Decathlon's Campaign: Back to School Means Getting Active

The concept of the advertisement revolves around the back-to-school season and the need to readjust to the routine after the holidays.

Decathlon's 2023 back-to-school advertisement suggests that engaging in sports is an important part of this readjustment. It showcases sequences of people preparing for the school year by participating in various sports, whether it's:

  1. individually
  2. with friends
  3. as a team

These visuals are paired with strong words like "getting back in the game," "making new friends," and "showing concentration," emphasizing the idea that sports can help prepare both mentally and physically for the return to school. A great way to promote their values and products.

Auchan's Campaign: The Back-to-School for Families

Auchan's 2023 back-to-school advertising campaign stands out with its multimedia approach, spanning from television to the TikTok social media platform. All of this is presented through a lighthearted and emotional spot. The success of this campaign is reflected in various elements:

  • TV Film: The TV spot highlights an emotional story of parents searching for an extracurricular activity for their daughter, initially drawing attention to the theme of the 2023 back-to-school season.
  • TV Launch: The campaign aired on TV starting from August 21st, ensuring national coverage, precisely when most French families prepare for the 2023 school year.
  • Digital Presence: In addition to television, the campaign extended to digital and social media, thereby strengthening its reach.
  • TikTok Activation: In collaboration with the artist Bruno Graffer, an action on TikTok was carried out. Customized back-to-school backpacks for Auchan were created, involving his extensive subscriber community.
  • TikTok Engagement: The #AuchanPimpeTaRentrée activation on TikTok achieved significant success, generating 2 million views and nearly 50,000 likes, highlighting the effectiveness of this approach on this media among the younger generation.

Words that Hurt by Victims & Citizens

The 2023 back-to-school season is also the eagerly awaited moment for the Rugby World Cup, which has been the subject of a beautiful campaign.

The association Victims and Citizens, which supports and protects people who have experienced road accidents, has launched its campaign "One Word Too Many Rather Than One More Death." This campaign is part of the context of the Rugby World Cup, where many advertising campaigns related to the event take place.

However, this campaign is particularly impactful due to its aim of raising awareness and prevention. This campaign seeks to highlight the dangers of excessive alcohol consumption during post-match festivities, commonly referred to as the "third half."

The key issue here is to prevent the serious consequences of drunk driving and emphasize the importance of making responsible decisions to avoid alcohol-related accidents.

This advertising campaign for the 2023 back-to-school season has been a success due to its innovative and emotional approach. More than just a warning about the dangers of alcohol, it focuses on the importance of speaking words that can prevent tragedies.

The Cheerz Campaign for Back to School: "Every Smile Has a Story"

One advertisement for the 2023 back-to-school season that has left a lasting impression is the one from Cheerz, which decides to celebrate the diversity of smiles and, above all, the emotions hidden within them.

The campaign showcases a variety of smiles in the Parisian subways and buses through posters, highlighting the importance of personalized photo printing. The campaign has won over the audience by sharing emotion above all else, and by reflecting Cheerz's primary mission: "Printer of Smiles."

2023 Back-to-School Campaign by Cheerz

The results of BUMP S1 2023 have just been released, and new trends are emerging. First, a novelty this year is Kantar Media's consideration of three important social networks:

  1. Instagram
  2. Snapchat
  3. TikTok

In 2023, the dominant trend is shifting towards "Paid Social," with more than 21,000 market participants opting for this advertising approach. It has become the top lever in presence, surpassing traditional and digital press as well as display advertising.

Another trend in 2023, with a consistently high-performing medium:

  1. Radio

Radio has delivered high performance for two sectors:

  1. Retail
  2. Automobile

>>> If you want to know the top 6 most creative radio ads, check them out here.

Another important medium to consider for your future advertising campaigns is DOOH (Digital Out of Home). It has grown by +25% in its portfolio, totaling 2,022 advertisers this semester.

The year 2023 is marked by several trends:

Video advertising continues to grow, with a strong preference for short and captivating formats tailored for mobile consumption. Additionally, sustainability and social responsibility are omnipresent themes, with more brands engaging in ethical and environmentally-focused campaigns to attract environmentally-conscious consumers. Furthermore, the emergence of Artificial Intelligence is revolutionizing advertising by offering more advanced possibilities for personalization and campaign optimization.

Keys to Success for the 2023 Back-to-School Season

In this wave of advertisements designed for the 2023 back-to-school season, several key elements stand out that have contributed to their success.

First, there is the adoption of a strategy, that of the intelligent use of multiple distribution channels, including social networks and paid media. Added to this is a certain authenticity at the heart of the advertising message, and above all, special attention to the language of Generation Z.

The success of the 2023 back-to-school advertisements primarily lies in their ability to adapt to trends.

Particular attention is paid to codes, such as those of narrative in series, or the use of current terms (Gen Z). This provides a certain modernity and authenticity appreciated by the audience.

>>> If you want to know how to communicate with Gen Z, check this out

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