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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2021 BRONZE
Abtal El Shawarea (Stars on the Streets)
Clear, from Unilever, had been using football in Egypt in advertising, but it needed to do more to improve its brand’s image among Egyptians, as a global brand contributing to local communities. So, we created a platform to bring Clear’s purpose to Egypt by doing something no brand had done before FOR Egypt: Give talented street children their opportunity to shine. We activated street football camps across the country and selected a team of street stars to represent Egypt at the Street Child World Cup and the Homeless World Cup.
Brand:
Unilever - Clear
Client:
Unilever Egypt
Agency:
FP7 McCann Cairo
Language:
English
2021 GLOBAL GRAND CONTENDER
Bedtime Fairy Tales / Lahkonočnice
A1 Slovenija have created Bedtime Fairy Tales, a vast library of contemporary Slovenian audio fairy tales, rocking toddlers all over Slovenia to sleep every day. By creating relevant and very emotional content, A1 Slovenija has become an important companion for Slovenian parents with toddlers, which has resulted in building a highly preferential brand and strengthening the A1 Slovenia brand perception among households - its core target group.
Brand:
A1 Slovenija Lahkonočnice
Client:
A1 Slovenija, d. d.
Agency:
Grey Ljubljana
Language:
English
2021 GLOBAL GRAND
Go Back To Africa
While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination. This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.
Brand:
Black & Abroad
Client:
Black & Abroad
Agency:
FCB/SIX
Language:
English
FINALISTS
Pure Leaf Iced Tea
The "No" Grants
Chick-fil-A
The Brake Room
McDonald's
Eating Equally with Eatqual
