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

2023 GOLD

Encuesta del Orgullo: combatiendo la invisibilidad social de la población LGBTQIAPN+.

Contra las marcas oportunistas en la agenda LGBTQIAPN+, Havaianas actuó proactivamente por la causa. La "Encuesta del Orgullo", hecha con Datafolha y All Out, combatió la invisibilización de la comunidad con un Censo sociodemográfico que identifica a la población LGBTQIAPN+ brasileña. La investigación impulsó atributos de Diversidad y Notoriedad, aumentó las ventas y estabilizó el Brand Power. El verdadero éxito es su legado: la encuesta fue reconocida por la Marcha del Orgullo, alcanzó otras marcas aliadas, respaldó un proyecto de ley y llevó la comunidad a avanzar hacia su libertad.

Brand: Havaianas
Client: Havaianas
Agency: Media Monks
Language: Spanish

2023 GOLD

The Homecoming

In a competitive promo-centric furniture retail category of rational persuasion, Home Centre sought to strengthen ‘emotional connection’ and ‘brand respect’. We focused on the tension that many children don’t have families and homes, but owing to complexities, it isn’t easy for families to adopt or foster. And we launched, “THE HOMECOMING”; the first-ever initiative by a brand in the region to encourage, enable and celebrate adoption, including through fostering. Through a cross-platform and persistent plan, first, we inspired and encouraged, overcame negativity, then, we enabled and finally, we celebrated.

Brand: Home Centre
Client: Home Centre
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2023 SILVER

Grab: Digitalising Farmer Supply Chains

Vietnam is Southeast Asia’s fastest growing digital economy but even amidst an unprecedented e-commerce boom, 14 million rural farmers (representing 1 in 5 Vietnamese adults) are held back from prospering by a broken supply-chain where up to 45 percent of fresh fruit and vegetables harvested perish before reaching anyone’s table. GRABCONNECT helped to connect ‘digitally outcast’ farmers to Grab’s vast network of merchants and app users, helping to build a stronger supply ecosystem for online groceries in Vietnam, and saving more than 400 tons of fruit losses in the process.

Brand: Grab
Client: Grab
Agency: Grab
Language:

FINALISTS

McDonald's Eating Equally with Eatqual

MyHooman Give Up on Humans

Ferrero Kinder Unmask Fears