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

Reverse Selfie

By exposing the hidden damage that selfie taking was having on girls’ self-esteem, Dove regained its voice in culture and broke away from the encroachment of competitors in the ‘Real Beauty’ territory. Dove exposed social media filtering and photo-editing apps as the new biggest threats to beauty confidence, starting a conversation, offering help to those affected, and driving cross category sales and brand favourability. The campaign generated mass awareness for the issue and the actions taken by Dove, earning 6bn+ impressions, while reasserting Dove’s role in challenging unrealistic beauty standards.

Brand: Dove
Client: Unilever (Dove)
Agency: OGILVY UK
Language: English

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

FINALISTS

McDonald's Eating Equally with Eatqual

MyHooman Give Up on Humans

Ferrero Kinder Unmask Fears