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

2019 GOLD

Bedtime Fairy Tales

A1 Slovenija's Lahkonočnice is a vast library of modern Slovene fairy tales, rocking toddlers from all over Slovenia to sleep every day by being played on mobile phones. In the framework of CSR activities, we identified the opportunity to create a intergenerational program in cooperation with elderly people who became storytellers for the youngest, and at the same time created the opportunity for a long-term dialogue with the most important target group, households of parents with children aged from 3 to 8 years.

Brand: A1 Slovenia
Client: A1 Slovenija
Agency: Grey Ljubljana
Language: Slovenian

2019 SILVER

ABSOLUT - True Colors of Slovakia

Based on ABSOLUTS’s worldwide heritage of bringing different people together, it was about to make it’s first campaign in Slovakia – one of Europe’s most xenophobic countries.  We found a beautiful overlap with the brand and Slovak culture in the connection of a black singer, and a folklore song “Slovak mothers great daughters you have” that we remixed. Using the track and a Spotify branded playlist, we raised money for an antiracist NGO in Slovakia, increased absolut sales and boosted the brand perception in the most debated Slovak campaign ever.

Brand: ABSOLUT Vodka
Client: Pernod Ricard (Slovakia)
Agency: TRIAD Advertising
Language: English

2019 SILVER

CaC-1000 Plus (GSK CHC Calcium Awareness Campaign)

Calcium deficiency is a growing issue among women in Pakistan however awareness on the consequences of calcium deficiency is critically low. In 2017, being a socially responsible brand, GSK took the initiative to drive awareness & launched a public service campaign with a slogan “Strong Bones, Strong Future”. Series of TV Commercials, Digital Films and Radio Spots featuring most prominent opinion leaders was developed and aired. The campaign was widely acknowledged nationwide and is an on-going campaign.

Brand: CAC 1000
Client: GSK (Pakistan)
Agency: Interflow Communications Pvt. Ltd
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual