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I was invited to do a keynote at the 30th annual Golden Globe of advertising, Epica Awards, which was held last week in Amsterdam. It was clear that goodvertising is now truly on its way forward. I was truly very excited to see lots of creative goodvertising campaigns being celebrated, a great tendency I have …
Can sustainability be a clear and distinct positioning platform? Can sustainability act as a strategic differentiator in a crowded and fragmented category? There is some strong evidence emerging that it can be both, i.e. a positioning platform that can provide competitive advantage in hyper-competitive categories. Brands under Unilever’s “Sustainable Living Plan” strategy accounted for more …
I got to admit as a teenager my first deodorant was Axe Musk. Yeah, you can ridicule me, but imagine a teenage boy pumped with testosteron watching the overtly sexist campaigns featuring the commercial version of paradise full of turned-on women not virgins that’s like kicking in an open door. For the multinational Unilever under …
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Sri Lanka’s national English daily Ceylon Today has part of their initiative to encourage and highlight the importance of recycling, launched a series of ‘Afterlife’ ads. Even though, Sri Lankans frequently recycles, they only recycle in big quantities, forgetting the tiny pieces of paper. Ceylon Today made it their mission to put Sri Lanka on …
BMW has found a great issue to solve with “The Animal Detecting Billboards”. The billboards were temporally installed on roadways at dangerous wildlife crossing areas in the spring, which is the most likely time for road kill accidents to happen. Combining LED Billboards, BMW Night Vision technology and the data generated from prior road kill …
Entega is Germany’s second largest supplier of green energy, but unfortunately not very well known. Their challenge was to achieve nationwide awareness of the Entega brand and their attitude, on a small budget that did not allow the use of traditional media. And so they did the unexpected – encouraging the public to come and …
In an innovative initiative, Electrolux has made five fully-functional vacuum cleaners from plastic garbage reclaimed from the sea. This was done in order to highlight the huge problem our seas are facing with pollution and garbage, but also to raise awareness about the lack of recyclable plastics available on land. Built upon the base of …
