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



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

2023_us_2023_e-8203-388_hero_1 Crown Royal Kick Off With Crown
2022_gl_2022_e-508-965_hero_1 Lysol Product to Purpose: What It Takes To Protect
2022_uk_2022_e-741-213_hero_1 The Hundred The Hundred

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