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

2010 GOLD

Drive One 4 UR School

Ford Motor Company was looking for a creative way to get people who normally wouldn't set foot in a dealership to test-drive its vehicles. In response, Team Detroit created Drive One 4 UR School - a program that would take the test-drive out of the showroom, bring it to the dealership and do so in a meaningful way. The result was over 40,000 test drives across America, a significant lift in consumers' perception of Ford and the highest buy rate of any Ford or Lincoln Mercury test drive program.

Brand: Ford
Client: Ford Motor Company
Agency: Team Detroit Inc.
Language: English

2010 SILVER

Building a Preeminent Green Brand

SunChips are made from whole grains, and have long enjoyed a reputation as a healthier snack. But in recent years the brand faced new competition in this space. Recognizing consumers were now making a connection between their health and the planet's, SunChips repositioned as the 'pre-eminent green snack'. In 2009 SunChips showed that it's not enough to talk about being green; a brand has to take action. And even the act of selecting a chip can be a choice for positive change in the world.

Brand: SunChips
Client: Frito-Lay North America
Agency: Juniper Park
Language: English

2010 BRONZE

Starbucks 'Sparks'

In 2007, Starbucks - the company who had literally changed the way a nation thought of, spoke about and drank coffee - was facing its biggest-ever threat. With stalled sales, a falling stock price and a weakened brand image, Starbucks needed renewed meaning in a fast changing world. Using its size for good, we wanted to show Starbucks' role in the community, by 'sparking' community action. Three 'sparks' were created that resulted in significantly increased key brand measures and extremely successful consumer engagement.

Brand: Starbucks Coffee Company
Client: Starbucks Coffee Company
Agency: BBDO New York
Language: English

FINALISTS

McDonald's Eating Equally with Eatqual

MyHooman Give Up on Humans

Ferrero Kinder Unmask Fears