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

2021 GOLD

Now that you see me

In a competitive landscape in which transgender representation has been virtually non-existent, Citi chose to take a stand. Being seen is the beginning of everything. “Now that you see me,” was born out of the insight that being yourself, and being acknowledged for it, is the beginning of everything; relationships, job opportunities, respect, equality and societal change. With this action, Citi aimed to remove one of the many worries that trans and non-binary people have when introducing their true selves to the world.

Brand: Citi
Client: Citi
Agency: Publicis
Language: English

2021 GOLD

A Woman’s Place: Creating Equal Possibilities in Professional Kitchens

When most brands commit to “doing good,” it often ends with a donation. KitchenAid aimed to do more, to shed light on a long-standing, largely unnoticed issue and deliver the resources needed to make a difference. This case proves that unexpected brand actions - like creating an unbranded documentary for Hulu over traditional advertising, and building bespoke solutions instead of donating - are more effective in driving meaningful impact and brand consideration. KitchenAid ultimately provided critical awareness and support to thousands while meeting all objectives and lifting brand meaning 8.8pts.8

Brand: KitchenAid
Client: KitchenAid
Agency: Digitas
Language: English

2021 SILVER

Mobily #EveryonesKingdom

In KSA, approximately 10% of the population have some form of disability, and social awareness and understanding of persons with disabilities is lacking amongst the general population leading them to feel some sense of social exclusion from society. Mobily, one of Saudi’s biggest telco brands, wanted to connect with the Kingdom during National Day to promoting a message of social inclusion. The #EveryonesKingdom initiative sparked a conversation to drive a change in societal stereotypes towards people with disabilities, as well as empowering those with disabilities to explore their potential.

Brand: Mobily #EveryonesKingdom
Client: m.kadi@mobily.com.sa
Agency: M&C Saatchi UAE
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual