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

2023 GLOBAL GRAND CONTENDER

Widen the Screen

As a corporate citizen and one of the largest advertisers, P&G has the responsibility to tell stories that are meaningful, equitable and authentic. But when it came to Black stories, there was a fundamental failure on and behind the screen. P&G created “Widen the Screen”, an expansive content creation, talent development, and partnership platform that celebrated creativity and enabled Black creators to share the full richness of Black life. The results: changing industry status quo and beginning to broaden the images we see, voices we hear, and stories we tell.

Brand: Procter & Gamble
Client: P&G
Agency: Grey New York
Language: English

2023 GLOBAL GRAND CONTENDER

Don't Ever Leave Me

In 2021, there was a 50% rise in femicides in Greece, with many of the murders called "crimes of passion" or attributed to "extreme love". Lacta, a chocolate brand that has always been telling love stories, chose to make an online film about what love is not. "Don't Ever Leave Me" became the number 1 trending video in the country, was shown at schools, and aired for free on most TV channels, beginning a much-needed discussion in Greek society, whilst calls for help by domestic violence survivors increased x8 times.

Brand: Lacta
Client: Mondelez
Agency: Ogilvy Greece
Language: English

2023 GLOBAL GRAND CONTENDER

Bride Armour

An unexpected and provoking stunt, hijacking and reframing the most powerful symbol of marital commitment, designed to reach millions and get them talking about IPV after marriage, breaking the conspiracy of silence that tacitly excused it. By revealing the darker side of marriage vows, 'Bridal Armour' helped shifted men and women’s attitudes towards IPV and made CBL the most powerful beer brand in the country; demonstrating that a positive social impact can have a positive business impact.

Brand: Carling Black Label
Client: AB InBev (South Africa)
Agency: Ogilvy South Africa
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual