Beyond traditional advertising
MARKETING At the Cannes Lions Festival, prizes were awarded, speeches were given and works were exhibited. The latter included a special exhibition that stood out from the rest. "Act Responsibly" showed that advertising has the power to stand up for the planet and for people. Brands and their advertising have a strong impact. They are powerful and influence which products we buy and which foods we consume. But advertising is used almost exclusively for commercial purposes. Too often, advertisers forget the three important roles of advertising: inform, educate and enlighten. Why shouldn't this "power" also be used to protect the environment? Because, as with a product that becomes known through advertising, the problems of the world must be communicated.Largest database of "good" advertising"We take responsibility for our world and our actions." Following this guiding principle, the non-profit organization "Act Responsible". It networks agencies and partners from all over the world and collects the best social and ecological campaigns. Its database now comprises 12,000 campaigns from over 2,300 agencies and 3,000 advertisers from 95 countries.Advertising for the environmentAct Responsible" has been represented at the Cannes Lions Festival since 2002 and exhibits realized projects from all over the world. And because the festival is all about prizes, the visitors themselves became the jury. A ballot paper was handed out at the entrance to vote for the favorite from four categories. These included Human Rights, Education, Solidarity and Earth. Out of 1,310 campaigns, 500 were shortlisted and ultimately 115 were exhibited at the festival. The winners are:Human RightsTitle: The wallClient: Action EnfanceAgency: Limite, FranceInfo
EducationTitle: Make love. Not dogsClient: Pet SOSAgency: TBWA, Puerto RicoInfo
SolidarityTitle: They have a past, let's help them have a futureClient: Fondation Abbé PierreAgency: BDDP & Fils, FranceInfo
EarthTitle: Balance of NatureClient: EcoviaAgency: Terremoto Propaganda, BrazilInfo
And Switzerland?From time to time, one of us also stands up for the environment and creates a campaign. None was submitted this year. But in 2014, this campaign made waves:Title: MannequinsClient: Pro InfirmisAgency: Jung von Matt/LimmatInfo
You can find more cameras at http://act.adforum.com/partner Author: Melanie Granados
