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
70% of women worldwide say they don’t feel represented in the images they see every day in the media. You can’t be what you can’t see – lack of representation affects womens' health, relationships and opportunities in life. Project #ShowUs is a partnership with Getty Images, Girlgaze and women worldwide to shatter beauty stereotypes at an unprecedented scale.
Changing the Game
To bring Microsoft’s mission to life, increase brand love and demonstrate Microsoft as leader in innovation, we highlighted an unlikely product: the XBOX Adaptive Controller, a device created for disabled gamers, to tell the story about why leveling the playing field mattered for everyone. We took to the biggest stage, the Super Bowl, to show the world: when everyone can play, we all win. We saw 1B impressions, 35M in earned media, 879% increase in #GamingForEveryone and 76% agreeing that Microsoft was a brand they loved.
Agency: McCann New York
Go Back To Africa
While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination. This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.
Brand: Black & Abroad
Client: Black & Abroad