Be good, and you might get lucky: Advertising’s new consumer pick-up line is all about a higher purpose and saving our world from all sorts of ills. Brands and business leaders try to outcry and outdo each other with big promises and pledges, like chattering bids at a cattle auction. The bidding war might benefit the …
It’s Time for Brands to Stop Climate Grandstanding and Listen to Consumer Needs Read More »
D&AD Impact exists to recognise creative ideas that are driving positive change. This is done by elevating purposeful products, initiatives and campaigns This year, the Future Impact Programme showed a new way forward. This category encompasses all ideas that impact the natural world. From the preservation of the planet to enabling communities to live sustainably …
The EthicMark® Awards continued identifying advertising and communications that uplift the human spirit and society. The Awards honour media campaigns inspiring progress toward global awareness and the Sustainable Development Goals. EthicMark® goals and criteria raise the ethical bar: showcasing communications which reinforce healthy lifestyles and behaviors for consumers, youth and community. The product and the company/organisation …
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 »
Kolster joined TEDx Panteion University’s jam-packed event in Athens in May this year. Does advertising satisfy or create the needs of the modern human after all? Undoubtedly, advertising is one of the most misconceived professional fields in modern society and the question if advertising can be “good” often finds itself in the center of attention. …
Thomas Kolster at TEDx: Can advertising save the world? Read More »
Author and founder Thomas Kolster recently did an interview with French media La Réclame. Here, he talked about how he has changed his view on brands and sustainability since he published his book Goodvertising in 2012. His next book (which is coming out later this year!) is called “The Hero Trap”. In relation to this …
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 »
Making change happen beats good intentions — and the UN Sustainable Development Goals (SDGs) have spawned creativity that actually solves issues at this year’s World Cup of Advertising: the Cannes Lions International Festival of Creativity. No doubt, campaigns addressing social and environmental issues have dominated the Cannes Lions winner’s podium, in general. But for the most part, …
Screw the Nice Gestures, Advertisers — We Need More Real Impact Read More »
It can hardly be any better: A category that acclaims the creative contributions of brands and agencies to solve the world’s problems. And there is a lot to focus on because with its world goals (The Sustainable Development Goals), the UN has delivered a catalogue with 17 areas. Thomas Kolster, the man behind Goodvertising, has …
Thomas Kolster: How the sustainable development goals manage in Cannes 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 – …
