Kraft | Heinz | Draw Ketchup

We anonymously asked people all over the world to “draw ketchup.” The result? They all drew Heinz.

Idea by: Agency Rethink -Canada.

#Heinz

Total and ultimate brand building is when your product is synonymous with the category. When you become the industry not only one of the top of mind brands.

It's Between You| WhatsApp

Agency: AlmapBBDO

Client: Facebook

Country: Brazil


This film had a great responsibility as the first WhatsApp film in the world. Facebook and AlmapBBDO decided to tell a real story focused on Brazilian carnival, showing a relationship between carnival rivals and a great fire that changes this relationship through the app. 

To bring more reality to the story, they filmed in real samba communities in Rio, with real fire and with actors who are actually residents of these communities.

The Small Escape| BMW

 

Agency: Jung von Matt

Client: BMW

Country: Germany

Jung Von Matt condensed a large story and heavy subject matter down into a highly watchable format for BMW’s The Small Escape - which tells the story of a driver trying to smuggle someone over the Bornholmer Strasse border crossing in a BMW Isetta. 

It became apparent early on that cutting the film in a linear way would be boring to watch, so Jung Von Matt opted instead for a non-linear spot, in the style of a heist movie.

1964. Berlin is a divided city. Flight from the German Democratic Republic is punished with an order to fire. Still, many people desperately try to cross the border. For all backgrounds to the true history of the spectacular escape, read the article here: https://b.mw/isetta_escape_story People forge identity papers, dig tunnels, climb into hot-air balloons and hide in cars going to the West - towards freedom. But as large vehicles are getting controlled more frequently and thoroughly, a West Berliner has a seemingly impossible but ingenious idea: the smallest and most inconspicuous car available at the time, the BMW Isetta, should help him smuggle a man across the border into the West.

Hope is Power| The Guardian

 

Agency: Uncommon Creative Studio

Client: The Guardian

Country: United Kingdom

Hope is Power is the Guardian’s first brand campaign in seven years, and aims to restate the Guardian’s purpose and inspire readers around the world to support its journalism. 

The campaign’s central message is inspired by Guardian editor-in-chief Katharine Viner’s essay ‘A mission for journalism in a time of crisis’. The campaign seeks to build on the trust and affinity readers have with the Guardian and its role in giving people the facts to challenge the status quo, publish fresh ideas and opinions, and hold power to account.

Creative Types| Adobe

Agency: Anyways Creative

Client: Adobe Create

Country: United Kingdom


Creative Types is a personality test created by Anyways Creative for Adobe Create. The test gives the world a tool to learn about their creative selves. It was brought to life by collaborating with some of the world's best creative talent, combining both digital and physical design into the test. 

Over three million people worldwide have taken the test, racking up 56 million page views with 425,000 hours spent on Creative Types. It was covered by industry press and design titles, including It's Nice That, Peta Pixel, Creative Bloq, Design Taxi, Digital Arts, PopPhoto, Digital Synopsis and The Dots.

Soffa Sans| IKEA UK

 

Agency: Proximity London

Client: IKEA UK

Country: United Kingdom

While on the lookout for ways to expose the hidden creativity in everything IKEA does, Proximity London found a group of people subverting the sofa planning tool for their own amusement; drawing spiral, labyrinthian and phallic sofas. In response they released the IKEA Soffa Sans font, built from 38 different sofa configurations using the planning tool. In 48hrs Soffia Sans generated 84.2m impressions and over 13,000 references on social. Organic traffic to the tool increased by 6,695% and the average time spent within the planning tool increased by 1,023%.

Grave of Thrones| Foxtel

 

Agency: DDB Sydney

Client: Foxtel

Country: Australia

Game of Thrones is one of the deadliest shows of all time, with over 100,000 characters having lost their lives since it began. These deaths have had a huge impact on fans, who genuinely mourn the characters they’ve grown to love over the years. So, to promote the final ever season, Foxtel, an Australian cable network, built a final resting place for these characters. Grave of Thrones, a live experiential media event, was an enormous cemetery featuring the tombs of the show's most popular characters. Over 40,000 fans made the pilgrimage to pay their respects.

Infamous Since 1864| Smirnoff

 

Agency: 72andSunny New York

Client Diageo/Smirnoff / Diageo

Country: United States


Every brand has secrets that they’d rather not reveal, but often this is part of what makes them unique. So, facing a crowded vodka market, Diageo did the most mischievous thing it could think of. It told the cold, hard truth. This global campaign shared the story of deception, revolution, exile, and resurrection, of deliciously mischievous characters and original concoctions. It helped reverse a decade-long decline in Smirnoff sales, leading to growth for the for the first time in 10 years

The Smoothest Burger| McDonald's France

Labelling the EggMcMuffin The Smoothest Burger was an opportunity to create a new advertising language – one that is more modern, more fresh, closer to the digital generation, and able to properly convey this idea of softness. To do so, TBWA\Paris drew inspiration from the internet trend that best fit the product qualities: satisfying animations. They produced fifteen 3D Egg McMuffin Satisfying videos, and created a website to host them, as well as using them for social media communication.

Agency: TBWA\Paris

Client: McDonald's France / McDonald

Country: France

Creativity, Uncaged| The Ad Museum Tokyo

 

Agency: Dentsu Tokyo

Client: The Ad Museum Tokyo

Country: Japan


Dentsu Inc’s brief was to produce promotional posters for the 2019 One Show Exhibition in Tokyo. To reflect the imaginative thinking of One Show award winners, they created a series of portraits of phantasmagorical birds, incorporating elements that evoke the skills that allow award-winners to soar above their peers and explore new creative dimensions. The exhibition was highly successful, with attendees spending more time on the premises than in past years. Dentsu Inc also received numerous inquiries and favourable comments about the posters, and were even urged to make them available for purchase.

IKEA | Silence the Critics

Agency: Mother London

Client: IKEA

Country: United Kingdom

IKEA entered the Christmas ad arena with a wonderfully ridiculous take on the state of our homes over the holidays. The film shows a crew of everyday household objects come to life to perform a scathing diss track about a place that clearly isn't ready for festivities - before each one is silenced by the ultimate comeback: some smart IKEA solutions. The track was made by legendary Grime emcee, D Double E.

Hot & Spicy| KFC

KFC’s fried chicken and TV are a match made in heaven. So each of these executions is inspired by a TV show that features explosive action, with fried chicken seamlessly replacing the fireballs. Consumers could then binge on freshly delivered Hot & Spicy while also binging on the latest release of their favourite series.

Agency: Ogilvy & Mather Hong Kong / Ogilvy Hong Kong

Client: KFC Hong Kong, Jardine Restaurant Group

Country: Hong Kong

The first thing you think of when you envision most businesses is their logo and branding. Building the brand is one of the most important parts of building a business of any kind. Whether you want to open a coffee shop or run an influencer account, the way that you brand yourself will play a large role in your success. It is important for showing off who you are to potential customers so that they have a reason to choose you. 

For major companies, branding is known for playing an even more influential role than product identity in a lot of cases. It can also speak to the quality of products or the vibe customers experience. Plain and simple, people love a good brand. Now, let’s discuss how to build one and how to make it successful.

“People don’t buy what you do; they buy why you do it.

The goal is not to do business with everybody that needs what you have.

The goal is to do business with people who believe what you believe.”

– Simon Sinek

Brand Origin

The most important thing your brand should have is a story of its origin that explains why you exist, what problems and pain points you will address or solve, what makes you different and why should people care about your brand. This will serve as the foundation and undertones throughout all of your branding. Your passion for your company should assist you with the who, what, why, and how to distinguish your company from others.

Branding: How It Looks

A big part of branding that people recognize is the actual appearance of a brand. A good brand has a few core colors, a distinct visual appearance, and a logo. These visual elements like color, typography or font, and images make it easy for you to identify a brand just by looking at it. In the same way that we all recognize the white box from Apple or a red can of Coke, a good brand should have a completely original look.

Branding: Building An Identity

Beyond mere physical elements, a lot of other choices go into making a brand. The two most prominent factors are voice and tone. Your brand voice will be the voice that you use to address your customers. It can be found in the way that you write on your website and the kind of language you use. More often than not, the tone will play an important role in branding because it governs how your voice comes out. Are you being casual? Professional? What does that look like for your company? Nike, for instance, gives an intense, competitive voice in a calm, serious tone. Nike provokes its customer with its strong voice and tone to “Just Do It.” A strong brand always includes a strong voice.

Branding: Know Your Customers

Your customers should always come first, which is why you must keep them in mind with branding. You don’t want to build a brand with no potential customer or without having the market of your potential consumers in mind. Really take a moment and think about the type of customers you want to attract. Find out who your target audience is so that you know how to catch their eye, hold their interest, and address their pain. Narrowing down the pain points of your customers that you will address specifically will help maintain your brand consistency. It will help a lot when it comes to making the most of your brand decisions. Let your audience guide your brand and they will respond in kind.

Building a brand is truly about finding a personality for your company. From typography and colors to the voice and tone, you want all these pieces to mesh together. You may need to explore effective ways to present your ideal business identity. There are so many different ways to go about it, and they often vary by industry. If you are looking for a place to get started, try exploring what other brands in your niche are doing. You will love seeing what other people are doing. This is a great way to learn color schemes and design while also gaining some inspiration!

المستهلك العربي الجديد

المستهلك الجديد. مصطلح لم يتم تداوله بين المسوقين التقليدين في المنطقة العربية لأسباب لا يتسع لذكرها سياق هذا المقال.

و هو خطر يواجه البراندات العربية العريقة و يهدد بفنائها و تدهور مبيعاتها علي المدي المتوسط و الطويل كما انه يهدد الاعمال الصغيرة و الناشئة بتقديمها منتجات و خدمات منفصلة و بعيدة عن اهتمام هذا المستهلك الجديد.

فمن نعم و فضائل وباء الكورونا هو الاسراع في اظهار هذا المستهلك الجديد الذي تأثر بتطور التقنيات و تسارع الاتصالات و تحول العالم الي قرية صغيرة .

فهذا المستهلك الجديد لم يعد ينتمي الي الفصيلة المحافظة و المتمسكة بما هو اصيل و قيم من الاعراف و العادات و اصبح متحررا من الكثير منها و متقبل و متعامل و منتمي لأفكار حديثة و حضارية عالمية. اصبح المستهلك الجديد " مواطن عالمي" الافكار و Liberal Vs. Conservative التأثير علي حساب الوطنيه الضيقة. 

و بفضل سياسات الاقفال و الاغلاق الغبية التي لعبت فيها الحكومات علي شعوب المنطقة لتحقيق اهداف امنية و قومية لجأ هذا المستهلك الجديد الي المنزل و اصبح يتفاعل داخل المنزل بأفكاره التقدمية generation Z مع اخوته و والداه فئات ال millennials و generation X و حتي مع اجداده ال boomers و من نسميهم " جيل الطيبين" . فظهر لدينا فئة/ شريحةيمكن 

وصفها multi- generational households 

اعجبك ام لم يعجبك فالمستهلك الجديد لا يثق و لا يصدق و لا حتي يتابع الاعلام الحكومي او الخاص . فقد تعلم من ازمة الكورونا

 ان يصحو من نومه ليبحث عن المعلومه الحقيقية التي تثير اهتمامه و يمارس دوره في اعادة نشر ما يعتقد انه الحقيقة عبر منصات التواصل المتعدده. و يقف بجانب معلوماته و معتقداته و يدافع عنها بشراسة لأنه لم يعد متلقي موجه بل باحث مؤثر مهما كان حجم عالمه الالكتروني و عدد متابعينه فلذلك فهو انفصل و استقل تماما عن جريدة الدولة او تلفزيونها و اذاعتها. و هذا امر تنبأت به الانظمة منذ سنين وسعت للتواصل و التوجيه عبر هذه المنصات من خلال قنوات رسمية و جيش الكتروني بما اصبح يسمي المطبلين و الذباب الالكتروني و غيرها من مسميات الاستحقار.

المستهلك الجديد يشتري القيمه و ليس الرسالة او الاعلان و يهمه البراندات التي تتواصل معه بشكل سهل و سلس و تحترم تفاعله و رغباته و حتي شكواه. و المستهلك الجديد يحترم البراندات ذات الوجه البشري و التعامل الانساني و المتفهمة و المتعاطفة معه و تتأسس بينهما علاقة مبنيه علي الثقة و الاحترام المتبادل و هنا يمكننا نري الغضب المتصاعد علي براندات الاتصالات بمعظمها و براندات التوصيل و اللوجستيات و توجيه المركبات و وكلاء السيارات و امتصاص براندات قطاع الاغذية و التقنيات لطموح و تطلعات المستهلك الجديد و عقد تحالفات و علاقات انسانية معه.

المستهلك الجديد بل العائلة الجديدة يعتمد اعتماد متصاعد علي تطبيقات الخدمات الآنيةon- demand لتلبية احتياجاته علي حساب التسوق الفعلي كونه ١- مريح ٢- سهل ٣- مناسب و ملائم ٤- غالبا رخيص او ارخص 

المستهلك الجديد نتج عن تزواج عدة اعراق او جنسيات بلا هوية وطنية راسخه ولا مرجعيه دينيه حاكمة ، بل انفتاح و تقبل حتي ما كان يعتبر حرام و غريب و مكروه مثل الملحدين او الشواذ و مناصر لحقوق التعبير و الرأي والمرأة و الطفل و الاقليات علي مستوي العالم وليس بلده فقط. بالنتيجة الثوابت اصبحت من الماضي السحيق و الافكار الجديدة هي المظلة لأي فكر او توجه مجتمعي او سياسي.

و لتلخيص كل ما سبق؛ المستهلك الجديد لديه آمال و تطلعات و تحديات جديدة و يريد ان يساهم بأفكاره و جهده في كل مبادرة تتفق معه فكريا و وجدانيا و تتلخص مطالبه من البراندات في :

 ١- يريد الاحترام الحقيقي لشخصك و وقته و استثماره في الولاء للبراند

 ٢- ان تتولي البراندات قضايا مجتمعيه حقيقية ذات ابعاد و تأثير حقيقي علي مجتمعه و ليس اعمال خيرية و تباهي واستعراض

.٣- ان تتبني البراندات مفاهيم العدالة و المساواة و الانسانية و الحفاظ علي البيئة وتنمية المجتمعات المهمشة و الأقليات الاقل حظا. طبعا مع استمرار المسلمات مثل الجودة والموثوقية و الشفافية.

Seize the Awkward| Ad Council

https://seizetheawkward.org/

The term ‘woke-washing’ describes work that promises to improve the world but doesn’t take real action. Brands without a clear purpose who jump on the bandwagon are actually doing more damage than good.

Taking the luxury fashion sector as an example, we identified that personal relationships trigger positive commercial responses in consumers in four key ways:

Suicide is the third leading cause of death among young adults in the U.S., but it’s still a subject many brands shy away from. The Ad Council’s latest campaign aims to remove some of the stigma around the topic, urging teens and young adults to speak openly with friends who may be suffering in silence.

An estimated 76% of young adults turn to a peer in a time of crisis for support, according to a survey conducted by the Jed Foundation. What’s more, research from the National Alliance of Mental Illness reveals:


50% of all lifetime cases of mental illness begin by age 14, and 75% start by age 24.

Using these insights to inform their creative campaign targeting 16-24 year-olds, the teams saw an opportunity to break down some barriers surrounding the issue at a fundamental time when many are at risk.

“It’s friends who are most likely to spot the signs that their friends are struggling with their mental health,” says Will Lowe, Creative Director at Droga5. “So we wanted to empower young people to reach out to those friends and help them talk about how they are feeling; something which is shown to really help.”

This campaign proves the power that lies in uncovering an insight unique to your audience that can actually drive change. Not only does it give the brand a key purpose, it proves its deep understanding of its target audience and the challenges they face in everyday life.


Marketing- How to Turn Data into Insight in Five Simple Steps


Today’s marketers have access to an endless stream of data sources, but being data-rich doesn’t mean you know what works.


The skill lies in turning this wealth of granular data into compelling consumer insights – transforming hard numbers into a concept that will resonate.

As previously outlined in our Smart Researcher’s Guide to Creating Consumer Insights, turning data into actionable insights is one of the most important skills for marketers today. Here’s how it’s done:

1. State a clear goal.

Ask yourself what your campaign is ultimately trying to achieve.


Knowing what you’re aiming for is the key to asking the right questions of the data.

In 2014, WeAreSocial devised a student campaign with HSBC. With the clear aim of appealing to new students just starting university, this goal led the team to the data that held the answers they needed.

The powerful campaign that inspired young people to build diverse connections at university was based on insights that revealed one of the biggest predictors of future success comes from the people you meet at university, not the degree you get.

The campaign won two awards at the Warc Prize for Social Strategy 2016.

2. Prioritize your data.

Which data sets are most pertinent to your goals?


Focus on the most interesting numbers and rank the data by relevance to avoid distraction.

Starting with the best ‘small’ data – or the more readily available information is often useful, such as sales figures, for example. This can then be enriched with additional behavioral, attitudinal and perceptions data.

As Ben Sharma, PR Executive at Engage by Bell Pottinger says, “I get my audience starting with demographics to find out who they are. Then I work my way through finding anything that’s insightful. The main one I rely on is their interests and attitudes – so if they’re massively over-indexing for something, that gives us a really good idea of what direction to take.”

3. Make it real.

Hard numbers can leave people cold.


To truly understand data and make it meaningful for your creative team, it needs to be brought to life.

Context is what matters here – A standalone figure highlighting the number of people using ad-blockers on their devices today is often meaningless without figures relating to previous months or years, illustrating how this market is changing and where the opportunities might lie.

In short, meaning is the key to transforming data into insight.

4. Map a day in the life.

Use the data you gather to map a typical day in the life of your target consumer.

This might rely on data relating to how, when and why these consumers purchase products or services, what their interests and perceptions are, as well as social data that sheds light on how these consumers spend their time online.

Digging into these seemingly mundane details can help you to put yourself in the shoes of your audience, identifying the ideal times, channels and mediums they would be most receptive to your message, or highlighting the common challenges they face to guide your content.


This is where your insights, or the fundamental truths about your audience that you can tap into, begin to take shape.

5. Take a bird’s eye view.

Don’t get bogged down in single data points or lose sight of your goals by going off at a tangent.

Instead, try to maintain a wider perspective: examine broad trends, and draw on comparable time frames to highlight the most important shifts and changes. This will help you to maintain focus on the insights that count.


To get to the heart of an insight also means analyzing data from at least two angles.

As Ben points out, some trends contradict one another, presenting a need to delve deeper. “In investments for example, that data shows that many consumers describe themselves as ‘risk-taking’ but don’t agree with borrowing money. So that’s two opposing stats that you need to link together and find out why that is.”

In a digital world, data is ubiquitous, but the power of this data lies in the creation of insights. As Jamie Robinson, Global Director of Research and Insights at WeAreSocial says, “If a campaign can tap into that insight, we believe it will work anywhere.”

Marketing- What Brand Purpose Really Means & Why it Matters


The aim of brand purpose is to change the world for the better (most of the time).

Through purpose, brands are becoming more than a quality mark or an abstract expression of self, they’re taking direct action.

And with the spotlight firmly on a number of sectors to be accountable for their actions, the challenge becomes finding the ‘right’ purpose; one that’s genuine, gets people on side, but also makes commercial sense.

Here, we cut through the noise surrounding the consumer-led phenomenon that is brand purpose, outlining how consumer insights help brands shape it, and maximize its impact.

Hear Sandy speaking about brand purpose on Dublin City FM [20:00]
The difference between brand purpose and CSR

The Business Roundtable recently dropped its ‘shareholder first’ doctrine, recognizing that major corporations have a responsibility to a wider group of stakeholders.

This move places new importance on the already established idea of brand purpose and guarantees board-level support.

On the surface, brand purpose may seem like just a new term for CSR, but the two are distinct in two key ways.

1. It doesn’t have to focus on social or environmental good (but it often does).

Although many brands today shout about their desire to ‘do good’, purpose is not exclusively about social or environmental initiatives, though they’re undoubtedly the most powerful and commonly seen examples.

It’s more about the fundamental essence of the business and where it’s heading.

Ben and Jerry’s, for example, split their purpose into three: product, social and environmental, and are transparent about the commercial goals of the business.

2. Purpose is baked into the branding.

CSR often runs in parallel to the business, has allocated budget and (in its worst form) exists only to offset a company’s negative impact. Purpose, however, doesn’t come from the marketing department alone, it’s visible in all elements of the business, from promotional material to operations.

Put simply, where CSR is a commercial objective, purpose is branding and culture objective.
Established brands need to find their purpose

Brand purpose has become a key talking point recently, so although CSR initiatives are becoming a top priority among established brands, building purpose into your business requires no small measure of strategic and analytical thinking.


It’s harder to add purpose to brands with established brands with legacy baggage, putting them at a disadvantage to younger brands.

Bill Bernbach, founder of Doyle Dane Bernbach, states “a principal isn’t a principle until it’s cost you money”.

But for young brands that structure their whole business models around strong principles, they turn what is a challenge for larger brands into an opportunity to drive consumer engagement and eventually sales.
The commercial benefit of purpose

There’s no hiding the fact that brand purpose has to make financial sense. But when the intent is genuine, and the impact positive, commercial gain follows – and our latest research tells us why.
Purpose drives engagement

We know consumers want more than a transactional relationship with the brands they buy from and interact with.


With the right purpose, consumers will not only engage with your brand, they’re more likely to spread the word. Personal recommendations remain one of the most powerful awareness drivers.
Tread carefully: woke-washing

But consumers are also acutely aware of false purpose, and we’ve seen from pulled campaigns by the likes of Pepsi and Gillette, that they’re quick to pick up on misguided purpose, even if the campaigns reflect popular, genuine sentiments.


With the pressure on to not only find a purpose, but the ‘right’ purpose, brands should first seek to identify the trends that matter most to the people they’re targeting.
Steps to identifying your brand purpose

Finding the right brand purpose comes from listening to consumers at different levels.

While purpose shouldn’t be driven by commercial gain, to ensure you get the best results as a business it’s important to look beyond purchase behaviors alone towards who your target consumers are and what they value as people

1. Get a local perspective.
Why?

Sentiments change dramatically across borders and even within countries.

Local data enables you to identify elements in consumers’ personal lives that trigger actions (both from a commercial and wider perspective) and tailor your messaging accordingly.
How?

Regional data from GlobalWebIndex allows you to segment, compare and analyze consumers in a specific area to see how their commercial and emotional responses relate to wider populations. There are four key psychographic indicators that should be highlighted in each region.
Attitudes, interests and self-perceptions
Lifestyle motivations
Perceptions on wider life
Brand advocacy

2. Cross-reference with global trends.
Why?

Knowing which trends carry the most momentum globally can help negate risks, as well as maximize the potential impact of your message, especially if speaking about potentially controversial topics.

Global trend analysis will also help predict where specific trends are heading to ensure you don’t follow one that will dissipate.
How?

With your local findings, compare them to wider, overarching trends to identify the most commonly shared sentiments among your target market.

Assess how the findings fit with your global trends to ensure scalability, continuity and longevity at a local level.

3. Explore sector-specific sentiments.
Why?

Having identified trends and patterns on a local and global level, now you should look look closely at consumers in your sector.

These consumers are the most valuable source of information on trends in the industry. And knowing them in granular data is pivotal to finding the purpose that resonates in your sector.
How?

Apply the psychographic indicators mentioned in point one to your specific market to find out how your consumers compare to the wider local and global populations.

4. Consult brand and competitor data.
Why?

Brand data enables you to see your own brand’s reputation, alongside your competitor’s.

Looking specifically at your own reception among your consumers and wider markets is the final layer to truly identify how to challenge perceptions, improve opinions and drive positive sentiment.
How?

Custom surveys get to the heart of what consumers think about your brand and others in the industry by letting you ask the most pertinent questions, tailored to your needs.

Uncover their opinions on specific brands and competitors, what they value about brands with a strong purpose, and analyze their attitudes to wider life.

5. Test your ideas and concepts.
Why?

When purpose is misguided, it can backfire. It’s important to ensure your message is one that people identify with, and is transparent in its intent.
How?

Testing consumer response to specific concepts or campaigns that encompass your brand’s purpose will help you shape and reshape before launch.
Lessons from Unilever: Taking purpose seriously

Despite not having the ‘purpose pedigree’ of smaller brands, big brands stand to benefit greatly from introducing fresh and considered ideologies into their brand’s message.

Unilever, a multinational company celebrating its 90th birthday, is one brand that proves purpose isn’t simply a luxury buzzword, but a guiding light for all decision-making.
Purpose starts at the top.

Here’s what Alan Jope, CEO, has to say on the role of purpose within the CPG sector:

“Purpose is one of the most exciting opportunities I’ve seen for this industry in my 35 years of marketing. Done properly, done responsibly, it will help us restore trust in our industry, unlock greater creativity in our work, and grow the brands we love.”
Brand purpose gets results.


“Brands taking action for people and the planet grew 69% faster than the rest of our business last year, explains Jope.

Now we’re committing that in the future, every Unilever brand will be a brand with purpose.

We’ll dispose of brands that don’t stand for something”
Woke-washing pollutes purpose.

Speaking at the Cannes Lions, Jope said woke-washing was undermining the credibility of the advertising industry and eroding trust in it.

“However, purposeful marketing is at an important crossroads. Woke-washing is beginning to infect our industry. It’s polluting purpose.

It’s putting in peril the very thing which offers us the opportunity to help tackle many of the world’s issues. What’s more, it threatens to further destroy trust in our industry, when it’s already in short supply.”
Purpose is a consumer-led phenomenon


Purpose is not just a box-ticking exercise – it should support global progress. It’s also a necessary part of a compelling brand story.

Brand purpose dictates which direction the brand story takes, gives the message momentum, and invites consumers to be part of the journey.

Consumers hold the key to identifying the ‘right’ purpose. One that balances the need to do good with commercial gain. After all, the two are not mutually exclusive.

With all brands under the microscope for their impact, a unique opportunity arises for those prepared to consider purpose deeply, look to understand what it is consumers want, and respond with a genuine, pragmatic approach.

Sportengland.org| This Girl Can

The award-winning ‘This Girl Can’ campaign, which first launched in January 2015, set out to encourage more women to play sports, challenging the common perceptions of women that they constantly need to conform to the unrealistic standards set by the media.

The nationwide campaign was born from the discovery that the numbers of men playing regular sport far outweighed that of women by every measure (two million fewer 14 to 40 year olds in total), despite the fact that “75% of women would like to do more.”

With insights revealing that “millions of women and girls are afraid to exercise because of fear of judgement”, Sport England saw an opportunity “to get women and girls moving, regardless of shape, size and ability”, by telling the real stories of women who play sport, in direct opposition to the idealised and stylised images of women we usually see.

Achieving national success, the campaign’s flagship film was viewed by over 13 million people, and resulted in almost 150,000 women becoming regularly active in England since its launch.

“The figures on participation are crystal clear”, says Sport England CEO Jennie Price.“There is a significant gender gap, with two million more men than women exercising or playing sport regularly.”

“I believe we can tackle this gap, because our research shows that 75% of women would like to do more.”