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
Now that you see me
In a competitive landscape in which transgender representation has been virtually non-existent, Citi chose to take a stand. Being seen is the beginning of everything. “Now that you see me,” was born out of the insight that being yourself, and being acknowledged for it, is the beginning of everything; relationships, job opportunities, respect, equality and societal change. With this action, Citi aimed to remove one of the many worries that trans and non-binary people have when introducing their true selves to the world.
A Woman’s Place: Creating Equal Possibilities in Professional Kitchens
When most brands commit to “doing good,” it often ends with a donation. KitchenAid aimed to do more, to shed light on a long-standing, largely unnoticed issue and deliver the resources needed to make a difference. This case proves that unexpected brand actions - like creating an unbranded documentary for Hulu over traditional advertising, and building bespoke solutions instead of donating - are more effective in driving meaningful impact and brand consideration. KitchenAid ultimately provided critical awareness and support to thousands while meeting all objectives and lifting brand meaning 8.8pts.8
For over 100 years OREO has believed in nurturing life long bonds. But when an LGBTQ+ kid comes out to their parents, that bond gets put at risk. Parents are left in a closet themselves, unsure of what to say or do. In response, we created #ProudParent, a year long collaboration with PFLAG, the country's first ally organization, to encourage parents to come out in support of their LGBTQ+ kid. It created a worldwide cultural firestorm, and inspired a heartwarming movement of parents coming out in support of their kids.
Client: Mondelēz International