Positive Change - Environmental: Brands

Effective marketing communications that incorporate sustainable strategies can make a positive difference for brands and for the environment.

2022 BRONZE

Unleashing the power of generosity in the face of adversity

Crown proved that doing what's right, not what's commercially obvious, drives results: Defying category logic when at a time in which on-premise channels were abruptly closed, instead of shifting marketing investment into the off-premise and at-home occasions, Crown acted on its purpose to inspire generosity by doubling down on its support for the on-trade community. Delivering YOY reversal on decline across L4W claimed consumption(+5.80%), equity gains across emotional engagement(+2.4%), distinctiveness(1.9%), dynamism(+1.8%) and taste(+4.9%) that outpaced gains seen by the category leader and increased penetration among millennials(+4%) and gen Z(+7%) .

Brand: Crown Royal
Client: Crown Royal
Agency: Anomaly
Language: English

2022 GLOBAL GRAND

Water Index

We symbolized water's worth with the Finish Water Index to inspire long-term behavior change and emphasize that water scarcity is not a seasonal issue. We underlined its worth by listing it with visual value references like currency and gold. The Finish Water Index campaign reached 27 million in the TV total target audience. Its top-of-mind score increased by 10 points. The conversation rate of water scarcity increased by 121%. Yarininsuyu.com got 600% more visitors sharing information on water footprint and index calculations educating on water scarcity and drought.

Brand: Reckitt-Finish
Client: Reckitt
Agency: Havas Turkey
Language: English

2021 BRONZE

Real Change

Purpose is a dialogue - Persil had a winning purpose platform in ‘Dirt Is Good’s approach to child development with no obvious need to change. But, listening to our target audience told us the brand needed to do more for the planet. ‘Real Change’ communicated our evolved brand purpose: demonstrating Persil’s own commitment to action with new packs using plant-based stain removers, made from 50% recycled, 100% recyclable plastic. Our campaign underscored the need for us all to go beyond ‘screen activism’, landed all key messages and outperformed sales targets.

Brand: Persil
Client: UNILEVER (
Agency: MullenLowe London
Language: English

FINALISTS

Andel The Green Search

Bimbo Colombia Alimentos sin prejuicios

QuintoAndar Mosquito vs Mosquito