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 BRONZE

Befriend your grandma

Telecom category revenue is growing with Internet consumption, which is provided by young people. The proportion of elderly subscribers who do not use the mobile Internet is large. Tele2 decided to engage the age segment but not to lose young users.Tele2 saw in this a socially significant mission. Due to the lack of involvement in the Internet, older people are limited in communication with the closest ones. Tele2 decided to engage them on the Internet with the help of motivating teachers - grandchildren - and turned to them as part of the digital campaign “Add Grandma to Friends”.

Brand: Tele2
Client: T2 Mobile LLC
Agency: McCann Moscow
Language: English, Russian

2018 GOLD

Airbnb – Until we all belong.

In 2017, Airbnb set out to lead a mass conversation on Australian marriage equality with the aim of driving real social change. Launched in April 2017, #UntilWeAllBelong centered on an incomplete wedding ring designed to represent the gap in equality in Australia. An integrated campaign drove over 110,000,000 media impressions, becoming the largest corporate push for marriage equality (and any LGBTQI issue) in history. And most importantly, the conversations we sparked helped to create change with a national plebiscite on same-sex marriage announced in September 2017.

Brand: Airbnb
Client: Airbnb
Agency: Clemenger BBDO
Language: English

2018 GOLD

Una Tarjeta sin techo para Techo

Teníamos que diseñar una acción que generara donaciones para la ONG “Techo” y, al mismo tiempo, reforzar el propósito de la marca: impulsar las micro-economías de las familias argentinas. Por eso, le ofrecimos aumentarle el límite de financiación a aquellos clientes que colaboraran suscribiéndose a un plan de donaciones mensuales para Techo.Gracias a la iniciativa se aumentaron las suscripciones de donadores mensuales a la ONG Techo en 24,5%. Asimismo, la eficacia de la iniciativa se evidencia en el payback del proyecto: sólo 2,1 meses para la recuperación de la inversión total.

Brand: Tarjeta Cencosud
Client: Cencosud
Agency: Wunderman Buenos Aires
Language: Spanish

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual