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

2017 SILVER

Donate Christmas Eve

The campaign’s aim was to collect funds for the annual Christmas event by Little Brothers Friends of the Elderly. Our challenge was to evoke empathy and encourage Poles to fund a cause less obvious than those they usually supported. Christmas is the most favourite holiday in Poland. We decided to show how it looks for lonely elderly, for whom Christmas traditions no longer make sense. The simple truth moved recipients, proving the severity of seniors’ loneliness. The campaign provided measurable results, bringing ninefold increase of collected funds and twentyfold ROI.

Brand: Stowarzyszenie "mali bracia Ubogich"
Client: Stowarzyszenie "mali bracia Ubogich"
Agency: Starcom
Language: Polish

2017 SILVER

Care Counts

For more than one hundred years, Whirlpool has been committed to building appliances that enable the everyday care so necessary for families to thrive. That's why, when we found out kids were missing school because they lack clean clothes - we knew that we had to do something. Whirlpool created the Care Counts program to see how something as important as attendance rates could be impacted by the simple act of laundry. Whirlpool changed kids lives for the better by enabling them to succeed, increasing attendance rates by 93%.

Brand: Whirlpool
Client: Whirlpool
Agency: DigitasLBi
Language: English

2017 SILVER

Striking Lessons

This video activates a road safety message through a small-scale stunt, an unscripted experience that confronted young student drivers with the real dangers of careless driving. The experience directly affected a small group of youngsters but it was its amplification on social platforms that made people vicariously live a version of that experience and effectively generate a conversation online. The campaign yielded a widespread reaction on social media with great results.

Brand: Brisa
Client: Brisa
Agency: Leo Burnett Lisboa
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual