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

2011 GOLD

"Before you text, give it a ponder."

Reflecting commitment to "Life's Good", LG decided to become the first cell-phone manufacturer to develop a program attacking the growing problem of teen mobile-phone bullying. Research revealed teens wouldn't consider the victim's feelings, only the personal consequences of their actions. They tuned out if lectured but would listen if we suggested "think before texting" in the right voice. And so our 'Give it a Ponder' idea was born. With its iconic 'Ponder Beard', the campaign exploded virally, impacting teen's attitudes about mean texting, LGs brand equity and purchase consideration.

Brand: LG Mobile
Client: LG Electronics MobileComm USA
Agency: Young & Rubicam
Language: English

2011 SILVER

Give A Veteran A Piece of The High Life

With the combat mission in Iraq ending in the summer of 2010, Miller High Life saw an opportunity to do some social good. We asked beer drinkers across America to return High Life bottle caps to give a piece of "the high life" to those who deserved it most: the war veterans who had put their lives on the line to defend it in Iraq and Afghanistan. Partnering with the IAVA, the program generated massive PR, drove volume growth and gave over 4,000 veterans "High Life experiences" throughout the summer.

Brand: Miller High Life
Client: MillerCoors
Agency: Saatchi & Saatchi New York
Language: English

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

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual