Positive Change - Social Good: Brands

A Woman’s Place: Creating Equal Possibilities in Professional Kitchens

When most brands commit to “doing good,” it often ends with a donation. KitchenAid aimed to do more, to shed light on a long-standing, largely unnoticed issue and deliver the resources needed to make a difference. This case proves that unexpected brand actions - like creating an unbranded documentary for Hulu over traditional advertising, and building bespoke solutions instead of donating - are more effective in driving meaningful impact and brand consideration. KitchenAid ultimately provided critical awareness and support to thousands while meeting all objectives and lifting brand meaning 8.8pts.8

Brand: KitchenAid
Client: KitchenAid
Agency: Digitas
Language: English

Proud Parent

For over 100 years OREO has believed in nurturing life long bonds. But when an LGBTQ+ kid comes out to their parents, that bond gets put at risk. Parents are left in a closet themselves, unsure of what to say or do. In response, we created #ProudParent, a year long collaboration with PFLAG, the country's first ally organization, to encourage parents to come out in support of their LGBTQ+ kid. It created a worldwide cultural firestorm, and inspired a heartwarming movement of parents coming out in support of their kids.

Brand: OREO
Client: Mondelēz International
Agency: 360i
Language: English

H is for Handwashing

Brand: Lifebuoy
Client: Unilever Singapore
Agency: MullenLowe Lintas Group
Language: English