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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2014 SILVER
The Battle to Win Back New York
In 2012, Citi needed a disruptive way to revive its troubled brand in its hometown, New York. The City needed a sponsor with the vision and courage to invest in getting a city-wide bike share program off the ground. They came together, and Citi Bike was born. Prelaunch, the program faced bikelash from naysayers. But we converted even the hardened cynics. This is the story of how Citi Bike became a win for Citi, for New York and for New Yorkers proving 'goodworks' can benefit both business and society.
Brand:
Citi
Client:
Citi
Agency:
Publicis Kaplan Thaler
Language:
English
2014 BRONZE
Generation Know
U by Kotex led the fem care category in being the cool, edgy brand, but competitors were attacking us as style over substance. We needed to build meaning around U by Kotex, making it a force of genuine, positive change for girls. Taboos around vaginas damage young women, so we created Generation Know to bring about the first generation of girls who were empowered and informed about their vaginas. Hundreds of thousands of girls helped us spread knowledge, change societys views on feminine health, and increase sales 18%.
Brand:
U by Kotex
Client:
Kimberly-Clark
Agency:
Ogilvy & Mather
Language:
English
FINALISTS
Pure Leaf Iced Tea
The "No" Grants
Chick-fil-A
The Brake Room
McDonald's
Eating Equally with Eatqual
