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

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:

2023 SILVER

No trash - No problem

By consistently investing in Kevin for 6 years, and not being seduced by the desire for novelty and innovation, Aldi took on the established giants John Lewis and Coca Cola to become the UK’s most effective and favourite Christmas advertising.  Kevin was declared ‘The Nation’s Favourite Christmas Ad’ in 2020, and again in 2021, even surpassing the iconic ‘Coke Truck’. Most importantly Kevin helped to deliver a 6-year value share growth of 54%, £618m in incremental revenue and an overall ROMI of 241%.  Not bad for a humble vegetable.

Brand: Getlini EKO landfill
Client: Getlini EKO
Agency: White Label (Latvia)
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual