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 SILVER

Telenor I-Champ

To increase market share and consideration, Telenor took the less trodden path of utilizing data for the betterment of societies. It travelled to 1800 underprivileged schools, empowered 630,000 students to use data to carve a better future with infinite possibilities for themselves. The brand took the crème-ala-crème of the talent found and gave them a mentorship platform on nation-wide TV channels through its branded venture Telenor I-Champ. 

Brand: Telenor I-Champ
Client: Telenor Pakistan
Agency: Manhattan Communications (Pvt) Ltd
Language: English

2019 SILVER

The Blank Edition

Due to political infighting, Lebanon remained without a government for 6 months, pushing the economy to the brink of collapse. Politicians used the press to placate the public with excuses while being paid to do nothing. An-Nahar, a historically activist newspaper decided to shock the growingly apathetic nation into demanding the democratically-elected government fulfill their obligations. We printed a completely blank paper and encouraged readers to take control of the headlines. The Blank Edition became the best selling of the newspaper's history, and soon after Lebanon finally got its government.

Brand: An-Nahar
Client: An-Nahar
Agency: Impact BBDO
Language: English

2019 SILVER

It Can Wait: The Faces of Distracted Driving

The dangers of distracted driving are well-known, but this compulsive behavior remains prevalent. To create change, we needed to spark strong emotions.  We harnessed the power of data, partnering with behavioral scientists to build an in-market learning engine to, first, identify the most effective emotion at changing behavior, and second, optimize creative for maximum impact. This approach revealed empathy was the most effective emotion, and allowed us to identify and optimize an execution that maximized empathetic response. Using data to fuel emotional storytelling, we drove huge shifts towards safer driving.

Brand: AT&T It Can Wait
Client: AT&T
Agency: BBDO New York
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual