WORKSHOPLearn how to fight purpose fatigue and create an authentic, people-first brand Most companies today are firmly on the social and environmental issues bandwagon like bees around a honey pot from oceans plastic to diversity. People are increasingly distrustful towards these efforts viewed as cheap marketing stunts meant to wow people into buying more. Thomas …
Brand urbanism is a term defining a new role for brands in the public urban space. The presence of brands, advertising etc. in public spaces is nothing new – but what is new are the consumer-citizens’ strong expectations to brands. Expectations to brands means that the companies have to take responsibility and ownership of their …
Thomas Kolster as a part of JCDecaux’ new initiative Read More »
If you asked a psychologist to evaluate most brand purposes, I imagine the diagnosis would be somewhere between megalomania or delusion. The latest attention-grabbing ad from Nike hits the nail on the head. “Believe in something, even if it means sacrificing everything.” The whole purpose space has moved from being a trust-building commercial exercise to …
Brands Need to Stop Putting Themselves First When Focusing on a Purpose Read More »
Interview with Thomas Kolster made by Young Director Award: Kolster, as one of the early pioneers in the ‘do-good’ space, coining the term ‘goodvertising’ to describe the changing advertising landscape that’s become a movement in itself, will be talking about how brands, and by extension, the filmmakers and producers who create branded work, can be – …
In the Phillippines, the lives of those living with a number of different conditions – amongst which HIV/AIDS is only one – is often a struggle as they’re considered taboo by many. Procter & Gamble brand, Vicks, launched the campaign A Touch of Care to address these taboos: “The purpose of the Vicks brand is …
Does the term ‘Gender Pay Gap’ ring a bell? Differentiated prices on BVG, who run Berlin’s public transport, recently highlighted the gender pay gap through the introduction of the ‘Frauenticket’: a ticket that cost €5.50 rather than the standard €7 – approximately 21% less, which is the average amount women in Germany earn less than …
Neste, a global leader in renewable diesel and renewable jet fuel made from waste and residues and one of the world’s most sustainable companies, is introducing the sustainable ‘Zero Vacation’. The Zero Vacation is a part of Neste’s Zero Island project that looks for different ways to reach zero emissions in Sweden. The vacations take …
ABSOLUT has been known to stand out with their innovative and creative advertising campaigns in markets across the globe. Not until recently, however, did they target Slovakia with a major campaign – but what a way to start! Taking on the hot topic of diversity in their new campaign film and pairing it with a …
Doconomy and Mastercard have announced their joint effort to combat climate change by enabling DO – a free mobile banking service that lets users track, understand and reduce their CO2 footprints through carbon offsetting. The launch of DO sets a new standard for purpose-driven payment services and is a great example of how partnerships can empower …
Stronger together – Mastercard and Doconomy partner up Read More »
Article originally published on ArabAd. Palau Pledge As tourism is taking its toll all over the world on the environment, it’s great to see a tropical paradise demanding its visitors to pay respect. The campaign has done well across the award circuit and it’s well deserved with its simple, but powerful execution. I’ve always loved scalable ideas – and …
