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 GLOBAL GRAND CONTENDER

The Hairy Tale

“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE Pantene leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented celebrity strategy in the brand’s history – featuring 1-year-old baby as its new hair model, the brand created not only nationwide but also global conversations around the importance and beauty of being different. The work earned 4.4 billion media impressions and took a giant step toward the brand’s turnaround.

Brand: PANTENE
Client: Procter & Gamble
Agency: GREY Tokyo
Language: English

2020 GRAND

Savings therapy

In 2018 the average financial debt of slovaks rose above their savings. This created a potentially harmful impact on the financial situation of households. VUB Bank as the second largest bank in Slovakia started a campaign to get people to save money while promoting its saving products. The brand treated not saving money as just another bad habbit and prepared a reverse therapy where you could get addicted to saving. During the campaign slovaks saved 3x more than previous year fullfiling the goals by 150%.

Brand: VUB Bank savings account
Client: VUB Bank
Agency: TRIAD Advertising
Language: English

2020 GOLD

Changing the Game

To bring Microsoft’s mission to life, increase brand love and demonstrate Microsoft as leader in innovation, we highlighted an unlikely product: the XBOX Adaptive Controller, a device created for disabled gamers, to tell the story about why leveling the playing field mattered for everyone. We took to the biggest stage, the Super Bowl, to show the world: when everyone can play, we all win. We saw 1B impressions, 35M in earned media, 879% increase in #GamingForEveryone and 76% agreeing that Microsoft was a brand they loved.

Brand: Microsoft
Client: Microsoft
Agency: McCann New York
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual