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
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2018 GOLD
The most German supermarket
Edeka, a diversity-embracing German food retailer wanted to make a bold statement pro diversity and start a positive conversation in tough times of rising global nationalism. Because actions speak louder than words, the retailer removed all non-German products from one central store for one day, leaving very few, and small signs with statements such as "This shelf is quite boring without variety". The unconventional action (and a film documenting it) quickly spread from surprised visitors, to the press, to influencers and reached 105 Million people worldwide.
Brand:
Edeka "diversity act"
Client:
EDEKA
Agency:
Jung von Matt
Language:
English
2018 GOLD
52 Mayors of Danzhai
Danzhai –one of the countless unknown villages hidden in the rolling hills of southern China, noteworthy only for its dubious distinction as one of the nation’s 50 most impoverished areas. In 2014, the Wanda Group chose Danzhai as the site of a new tourist resort, We needed to find a way to show this unknown town to China and the world, bringing in visitors and much-needed tourist spending that could bring real hope to Danzhai’s residents – because tourism was this village’s only shot at lifting itself up out of poverty.
Brand:
Wanda Group
Client:
Wanda Group
Agency:
Ogilvy Beijing
Language:
English, Mandarin
FINALISTS
Pure Leaf Iced Tea
The "No" Grants
Chick-fil-A
The Brake Room
McDonald's
Eating Equally with Eatqual
