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

2013 GOLD

Small Business Saturday

In 2010, American Express created Small Business Saturday, a new shopping day between Black Friday and Cyber Monday, to support small businesses, create jobs, preserve neighborhoods and fuel local economies nationwide. But 2011 would be the real test. Could American Express take what started as a simple idea of supporting small businesses during the holiday season and transform it into a permanent fixture on the American shopping calendar? In just its second year, American Express took Main Street mainstream with a multitouch campaign that activated the small business community, consumers, media and brand partners, and even local and national government officials using powerful social action

Brand: American Express
Client: American Express Company
Agency: Digitas
Language: English

2013 SILVER

Healing a Profession from the Inside-Out

With Nursing facing an unprecedented shortage and projections only adding further challenges, Johnson & Johnson looked to create a television campaign to galvanize the nursing community. This campaign would spread through effective word-of-mouth marketing as well as drive ground breaking social media interactions. It would do this through accurate portrayals of what nurses really do...heal.

Brand: Johnson & Johnson
Client: Johnson & Johnson
Agency: BBDO New York
Language: English

2013 BRONZE

Finding Our Strength

The Brawny brand has always been known for strength, so to meet our business challenges we looked to harness that equity in an unconventional and much more meaningful way than clichd attribute claims. Through a partnership with Wounded Warrior Project, a nonprofit organization we admired and that shared our equity in strength, we increased awareness for this important cause and, in the process, also improved consumer opinion of the Brawny brand and grew our sales volume.

Brand: Brawny
Client: Georgia-Pacific
Agency: DDB New York
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual