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



True Colors of Slovakia

Based on Absolut’s worldwide brand heritage of bringing different people together to share good times, it launched a campaign that digged deep into Slovak culture. Featuring a black female singer along with a well known folklore song verse “Slovak mothers great daughters you have” it bursted the advertising bubble, becoming the number one topic in the society for weeks. Sales doubled during the campaign, the campaign earned 16.5 milion media impressions and ABSOLUT became the market leader for the first time.

Brand: ABSOLUT Vodka
Client: Pernod Ricard (Slovakia)
Agency: TRIAD Advertising
Language: English

Impossible Mascots

Mastercard and Brazilian Football Team made the impossible come true by taking two special fans to a football event in a new and unique way.

Brand: Mastercard
Client: Mastercard
Agency: WMcCann
Language: English

The Hairy Tale

“THE HAIRY TALE” – A STORY OF CELEBRATING THE DIFFERENCE Pantene leveraged the power of cultural conversations to help the next generations of Japanese parents and children brave to be different. Harnessing the power of a simple insight, and an unprecedented celebrity strategy in the brand’s history – featuring 1-year-old baby as its new hair model, the brand created not only nationwide but also global conversations around the importance and beauty of being different. The work earned 4.4 billion media impressions and took a giant step toward the brand’s turnaround.

Client: Procter & Gamble
Agency: GREY Tokyo
Language: English

2022_uk_2022_e-741-213_hero_1 The Hundred The Hundred
2021_gl_2021_e-452-499_hero_1 Pedigree Proving the Power of PEDIGREE®’s Brand Purpose
2021_pos_2021_e-6074-047_hero_1 Pedigree Dogs on Zoom

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