Positive Change - Environmental: Non-Profit
Recognizing non-profit organizations and associations with marketing programs that have measurably shifted audience (B2B or B2C) behavior toward more environmentally sustainable choices, grown demand for more sustainable products and servi
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2021 SILVER
The Water Promise
In the dishwashing category in the GCC where all brands focus on product RTBs, Finish took a distinct anti-category approach challenging water waste. Through purpose-led communication it inspired people to preserve the region’s rarest gift -water- by adopting a dishwasher instead of hand-washing. As more people were inspired to purchase a dishwasher, more water was preserved. And since the average dishwasher lasts 10 years, it will support Finish, the market leader, for years to come and save billions of liters of water every year.
Brand:
Finish
Client:
Reckitt Benckiser
Agency:
Havas Middle East
Language:
English
2021 BRONZE
Vote Like a Madre
For Hispanic moms, climate change was a real concern. However, most weren’t aware that voting was the strongest tool they had against it. In fact, 50% of Hispanic women did not vote in 2016. We needed to change this, and we did it by turning voting into an act of love. Our campaign, “Vote Like a Madre,” asked mamas to pinky promise their children they would vote for politicians that put the planet first. We got mamas to pinky up, speak up and vote, and proved motherly love conquers all.
Brand:
Potential Energy Action Network
Client:
Potential Energy Action Network
Agency:
the community
Language:
English
2021 GLOBAL GRAND CONTENDER
Birds Records
How to help birds in distress if charity isn’t developed in Russia? People tend to donate one-off and to the popular directions. We used streaming model for charitable purposes for the first time. WWF and Yandex.Music created the first noncommercial label “Birds Records”. Birds became performers and were able to earn money. Recorded by Dorn on the base of birds’ samples single “Dich’” was presented on Yandex.Music. Birds received deductions from each listening and will continue while it’s in demand.
Brand:
World Wildlife Fund Russia (WWF Russia)
Client:
WWF Russia
Agency:
BBDO Moscow
Language:
English
FINALISTS
Lalcec
Día postergado
BEEAH
Race for Life
Greenpeace
ArzePay
