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 BRONZE

Oreo & Friends

In 2022, rises in costs of living in the UAE made keeping pets, for many pet owners, unaffordable. Worrying cases of pet abandonment came to light. Pet shelters were overflowing and struggling, needing help with pet adoption. We discovered a meaningful coincidence for Oreo to play a purposeful role. Oreo is the 6th most popular name for black and white pets. And as Oreo is a brand that believes no Oreo should go unloved, we got Oreo to help effectively encourage and propagate pet adoption, partnering with shelters.

Brand: Oreo
Client: Oreo
Agency: Publicis Groupe - Saatchi & Saatchi Middle East
Language: English

2023 BRONZE

Product to Purpose: What It Takes To Protect

Lysol is known for killing 99.9% of germs – so when Covid hit, it was flying off shelves. But to live up to our purpose of helping keep your loved ones illness-free, we had to do more. Because Lysol kills germs on surfaces, but Covid primarily spreads through the air. So we empowered people with What It Takes to Protect, from vaccines to classroom healthy habits. As a result, Lysol is significantly more associated with “illness protection” vs. our #1 competitor.

Brand: Lysol
Client: Reckitt
Agency: McCann New York
Language: English

2023 GLOBAL GRAND CONTENDER

Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem

This is the story of a big, silly idea that helped solve a big, serious problem.  ‘Eat Them to Defeat Them’ is a long-term campaign aiming to get kids eating more vegetables. By choice.  It’s a story of flipping conventional wisdom, getting people to do the right thing for the wrong reason and, above all, the disproportionate power of a brilliantly counter-intuitive creative idea to create positive behaviour change, leading to kids voluntarily eating a whopping 981 million incremental portions of veg.

Brand: ITV
Client: ITV
Agency: adam&eveDDB
Language: English

FINALISTS

McDonald's Eating Equally with Eatqual

MyHooman Give Up on Humans

Ferrero Kinder Unmask Fears