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 BRONZE

McHappy Day

For many years McDonald’s has been holding traditional charity campaign “McHappy Day” in November. The purpose of the campaign is to draw attention of society to the problem of children in need and to raise funds to support the existing and to develop new programs of Ronald McDonald House Charities. This year the campaign could be called “McHappy Month” because for the first time in 15 years customers could make a donation during all month. The main source of fundraising was the French fries, so for the first time McDonald's changed the packaging design developed by the winners of the competition. More than 29 million rubles raised to support RMHC.

Brand: McDonald's
Client: McDonald's
Agency: Leo Burnett Moscow
Language: English, Russian

2017 BRONZE

Zajedno za skole roditeljstva

Rosa se zauzima za, i oznacava ono sto je vazno. Nakon duge borbe za banke humanog mleka, krajem 2015. doslo je vreme da zapocne novu bitku: za otvaranje skola roditeljstva sirom zemlje. Dobro delo je sa sobom donelo i dobru komunikaciju - prikazali smo potencijal da se promeni svet, potencijal koji postoji u svakom od nas od trenutka rodenja, kao i koliko je malo potrebno - ljubav, roditelji koji znaju sta rade, i nas zajednicki trud - da se on i ostvari. Ciljeve smo ispunili. Sve.

Brand: Rosa
Client: The Coca-Cola Company
Agency: McCann Beograd
Language: Serbian

2017 BRONZE

Like A Girl Emojis

Always launched the #LikeAGirl movement in 2014 with the objective of stopping the drop in confidence girls experience at puberty by taking on culturally relevant, but social damaging issues. This year we took on the stereotypical depiction of girls in emojis. By only showing girls wearing pink and doing their nails, these emojis subtly reinforced society's prejudices towards girls.We rallied girls around the world to demand new, non-stereotypical emojis. 

Brand: Always
Client: Procter & Gamble
Agency: Leo Burnett/Arc
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual