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
Together this Ramadan: Helping to bring representation to the table
Muslims were consistently ignored and misrepresented in advertising; winning back trust was no mean feat. One campaign wouldn’t solve discrimination, but every little helps. Tesco decided to bring the Muslim community into their creative process. Results were a campaign that not only improved brand perceptions, but actively made British Muslims feel more included in society. Its scale, removal of the hero Tesco product (food), its collaborative inclusion of the community were a first. Only live for Ramadan in 2022, the ripple effects are still being felt, changing marketing’s narrative around inclusivity, raising expectations and inspiring countless further campaigns.
Agency: ESSENCE MEDIACOM
I Will Always Be Me
This isn’t a story of doing good for the good of the brand only. It’s a story of innovation creating hope in the face of terminal illness. A lesson in why creating empathetic experiences makes for greater impact than telling purposeful stories alone.
Client: Dell Technologies
Agency: VMLY&R New York
Deleting the Digital Divide
This is the story of Vodafone’s movement to delete the digital divide. In a post Covid world, almost completely reliant on digital connection, as many as 1.5 million British households have no access to the internet. These families don’t just miss out on the little things, it impacts their very life chances. Vodafone started a nationwide campaign to educate the country that digital connection was a life essential and inspire the public to act. Through partnerships, activations and even re-boxing a public holiday, we connected over 1.4 million people, smashing our KPIs and turbo-charging brand consideration in the process
Agency: OGILVY UK