Positive Change - Social Good: Brands
Recognizing brands that are making the world a better place by using the power of their communications platforms for "good." This category celebrates for-profit brand efforts that effectively combined business goals with a social cause (he
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2022 GLOBAL GRAND CONTENDER
IKEA: For a safe home
IKEA's mission has been for years to create a better home for the many. However, there is one severe unrecognized threat to happy homes in Czech Republic, Slovakia and Hungary – domestic violence. Victims say, fear can be worse than bruises. IKEA launched #FORSAFEHOME project together with NGOs to prove domestic violence is a real thing, even if it is not always visible. People could experience the fear of victims through a shivering spot called “Ghost” that helped raise awareness and finally change the law in the Czech Republic.
Brand:
IKEA
Client:
IKEA Česká republika
Agency:
Triad Advertising
Language:
English
2021 GOLD
Build & Talk: Fun free ways to tackle online safety with kids
Parents and caregivers spend just 46 minutes of a child’s life talking about online safely, despite 60% facing cyber risks. Many parents/caregivers struggle to break the ice on the matter not knowing how to approach it in the understandable for kids way so actively avoiding the conversation. To address this we launched ‘Build & Talk’- learning-through-play tools designed to create fun, free flowing conversation about online safety for families. This unique approach helped to generate 500K+ minutes of conversation about online safety based on the 25K+ activity packs downloads.
Brand:
the LEGO group
Client:
The Lego Group
Agency:
the LEGO Agency,
Language:
English
2021 GOLD
Rooftop Farms
Knorr went beyond films that go viral and typical charitable food donation drives that were commonplace in Egypt. And instead, brought its brand purpose to life by creating a new transformational business model that was sustainable and profitable for all; transforming the lives of underprivileged Egyptians in the prevalent hunger and economic crisis. 8 SDGs were impacted and 198 rooftop farms generated income for underprivileged Egyptians and helped grow Knorr’s brand and business. And with the signing of a Presidential Bill, Knorr’s initiative was transformed into a nationwide initiative.
Brand:
Unilever - Knorr
Client:
Knorr Egypt
Agency:
FP7 McCann Cairo
Language:
English
FINALISTS
Pure Leaf Iced Tea
The "No" Grants
Chick-fil-A
The Brake Room
McDonald's
Eating Equally with Eatqual
