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

2020 SILVER

#TimeToRead

Curtea Veche proved to busy Romanians that there is #TimeToRead, no matter how tied-up our lives are. The campaign debunked the most often invoked reason – the lack of time – through the power of example given by the busiest and successful celebrities people looked up to. By going where people were already spending their time, sharing the message through those they followed, the campaign reached 10 times more people than estimated and truly impacted Romanians’ attitudes towards reading. 100% organic, with no media budget.

Brand: Curtea Veche Publishing
Client: Curtea Veche Publishing
Agency: LEO BURNETT
Language: English

2020 BRONZE

Eat Your Words

“As a matter of principle, the United Nations must confront hate speech at every turn.”- UN Secretary-General António Guterres 2019. The philosophy of FroebelKan, Japan’s oldest publisher of children’s books, is to make a positive contribution to society. Together with specialist educators they created a book that taught kindergarten children about the positive and negative nature of words. Unlike any book, this contained edible, three-dimensional words with the individual taste of words, demonstrating their true meaning. This groundbreaking idea was then spread across society through TV channels, newspapers and websites.

Brand: Froebel-Kan
Client: Froebel-Kan
Agency: Dentsu Japan
Language: English

2020 BRONZE

Barbershop Girls

Gillette encourages every man to be “The Best A Man Can Be” and finds it imperative to inspire the next generation of men to be better than the current. India ranks 108th on the World Economic Forum’s Gender Gap Index. This startling statistic points to the much-needed change for a gender-equal India. Showcasing role-models that have defied gender stereotyping, it brought this cultural bias into the public's consciousness, resulting in active conversations led by key opinion leaders.

Brand: Gillette
Client: Gillette India
Agency: GREY India
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual