CREATIVITY FOR GOOD

This is an ever growing compilation of creative ideas that make a difference. The best ideas demonstrate brand purpose can deliver profit, which is what we believe in.

[creativityforgood]

H&M - CLOSE THE LOOP

For its newest campaign, rock n' roll icon Iggy Pop walks us through all the stylish possibilities and opportunity for expression that fashion affords us before imparting one simple rule: Recycle your clothes. The spot, by agency Forsman & Bodenfors, also features artist Daniel Lismore, model Tess Holliday, style writer and photographer Pardeep Singh Bahra, and designer Loza Maleombho.  (Adweek)

[creativityforgood]

PRINCE EA - DEAR FUTURE GENERATIONS, SORRY

The main engagement tool for Stand for Trees, a collaboration led by non-profit CodeREDD, that is running a first-of-its kind consumer campaign that enables everyone — not just companies — to purchase verified carbon offsets, this video broke the record for most viral environmental campaign to date with more than 20 million views in its first 24 hours and over 16,000 tonnes of CO2 offset in the first two days.

[creativityforgood]

GOOGLE - PROJECT SUNROOF

Project Sunroof, employee Carl Elkin's 20% project, is Google's effort to make solar power simple and understandable - and overturn misconceptions that solar power is only for houses that have ample roof space. Simply by entering your address into Project Sunroof's website, Google can show you how much usable sunlight you get per year, which parts of your house get the most sun, how much room you have for solar panels, and most importantly, how much money you would save by switching. It then shows you solar panel installers nearby, and lets you go straight to their website to order. The adverts for these companies are sponsored, so this is where Google makes its money. (Google)

[creativityforgood]

MTV - IT ADDS UP

The new PSAs from MTV's "Look Different" anti-bias campaign invite viewers to consider the unintended consequences of various preconceptions and misconceptions that may, to some people, appear benign, but can actually cause a great deal of harm. If you've ever used phrases like "This is a man's job", or "You'd look prettier if you smiled", you've used them too. MTV has also beefed up its online tools, adding an "Implicit Bias Quiz." The quiz was designed with Harvard's Project Implicit and features images of Emma Watson, Aziz Ansari, Mindy Kaling and others.  Late last year, MTV launched their Look Different campaign, a multiyear combination of on-air and digital content plus the power of social media – to give youth the tools and the forum to discuss hidden racial, gender and LGBT inequality in society. (Adweek)

[creativityforgood]

PROJECT LOON

The island nation of Sri Lanka will become the first country on earth to enjoy nationwide 3G internet coverage, and they’re doing it all with balloons. This is thanks to “Project Loon,” a silly-sounding, serious-impact initiative from Google designed to bring internet services to rural or remote locations for which standard internet installation is too difficult. To do so, Project Loon utilizes high tech balloons hovering twice as high as commercial airline routes, where they broadcast a 3G or LTE network, like that which most smartphones use for their internet connection, back down to earth.

Overheard in the office: "Drop internet not bombs". (GOOD)

[creativityforgood]

SLOW DOWN GPS

Created by Swedish ad agency Forsman & Bodenfors, the agency behind Jean Claude Van Damme's Epic Split, the Slow Down GPS app switches to a child's voice near schools, day-care centers and other areas where children are likely to be present. We love the use of behavioural nudging: us humans are hardwired to protect children; a child's voice giving us directions will have an immediate visceral, cognitive, behavioural effect. (Adweek)

[creativityforgood]

THE PEOPLE’S OPERATOR

What if we could feel good about paying our mobile phone bills?

The People's Operator, a socially conscious mobile provider based in the U.K. is launching its service stateside with the help of Wikipedia founder Jimmy Wales, who now also serves as co-chair of TPO's board. The company donates 10% of its subscribers' monthly bills to a cause of their choice, while itself forking over 25% of its profits to charity as well.

https://www.thepeoplesoperator.com/

http://www.fastcompany.com/3048510/jimmy-wales-wants-you-to-feel-good-about-paying-your-cell-phone-bill

[creativityforgood]

SHARE OUR STRENGTH - GREAT NATIONS EAT

PROBLEM: In a global survey released last year, more people said they struggled to afford food in American than in China.

IDEA: Flip the usual appeal for donations around: Thirty years ago, nonprofits might have asked American consumers to help solve Chinese hunger. These ads ask how China (and Slovenia, and Germany) can help the U.S.

RESULTS: TBC

https://greatnationseat.org/ 

[creativityforgood]

GOOGLE MY BUSINESS - CITY GYM

OBJECTIVE: Promote the Google my Business tool as well as publicly support and endors the transgender community, to show that Google is an inclusive brand

IDEA: The Google ad chronicles the story of Jake Nothnagel, a 26-year-old, as he transitions from female to male. The Google tie-in is that he found a gym that supports transgender individuals in their efforts to build their new bodies.

RESULTS: 1million+ YouTube views

http://creativity-online.com/work/google-building-a-proud-community-with-google-my-business/42315

[creativityforgood]

UNTOLD FESTIVAL - PAY WITH BLOOD

Problem: Romania ranks second to last in Europe regarding the number of active blood donors, with only 1.7% of the population donating blood, and most only after someone close to them needed a transfusion.

Idea: Using the region’s link to vampires, thanks largely to Bram Stoker’s Dracula, the festival organisers decided to team up with the blood transfusion institute to launch Pay with Blood.

The festival is offering a 30% discount to anyone who donates blood at one of Romania’s 42 blood centres until 24 July, as well as free one-day festival tickets to anyone who gives blood at a mobile unit that will be set up for two days in Bucharest or at the blood transfusion centre in Cluj-Napoca.

Results:

Lots of PR

Forty-five people, many first-time donors, had signed up and given blood by noon on the campaign’s first day.

https://untoldfestival.com/ro/pay-with-blood/

http://www.theguardian.com/world/2015/jul/17/pay-with-blood-transylvanian-festival-offers-ticket-discount-for-donors

[creativityforgood]

VODAFONE - RED LIGHT APP

Problem: 1 in every 3 women in Turkey experience domestic violence.

Idea: Create an app that when shaken would alert a message and location to three contacts, requesting assistance.

The challenge was to bring the app to the attention of women in domestic violence situations, without alerting their abusive partners. Instructions on how to find and use the app are deeply embedded in videos and content targeted for women, intentionally designed to be so gender-specific that men never reach the hidden message. 

Results:

More than 250,000 women have downloaded the app, which constitutes 24 percent of all women in Turkey who use smartphones.

To date, it has been activated over 103,000 times.

Cannes  2015 Media Grand Prix

[creativityforgood]

INNOCENT - THE BIG KNIT

PROBLEM:  As many as 25000 older people may die needlessly this winter because of the cold in England and Wales and people need to be reminded of that.

IDEA: In order to harness the power of generosity and allow people to feel they are part of the solution, Innocent started ‘The Big Knit’ in 2003. People all across the UK were encouraged to knit hats to fit over the tops of Innocent smoothies, and for each bottle sold with a hat on it Innocent donated 25p to Age UK, a charity for the aged. Around 80% of the hats received by ‘The Big Knit’ were actually knitted by the people who benefit directly from Age UK, allowing them to be involved and at the same time to get them together at Age UK centres. 

RESULT: Raised $1.5bn for Age UK to help keep thousands of older people across the UK warm and healthy during the chilly winter months.

[creativityforgood]

PENNY FOR LONDON

Objective: Revolutionise the way we give to charity.

Idea: Penny for London - an innovative new micro-donation scheme, which allows Londoners to donate as little as 1p every time they make a contactless payment, with a cap of 99p per month. With this campaign London is leading the way for the rest of the world in maximising contactless technology to aid social welfare schemes.

http://www.theguardian.com/voluntary-sector-network/2014/oct/30/penny-for-london-your-two-minute-guide-to-how-charities-can-benefit

[creativityforgood]

MICROSOFT FIVE TO NINE

PROBLEM

46% of UK employees spent the May bank holiday working, 60% of whom spent the day in the office according to research. We are over worked and it’s a drain on inspiration.

Yikes...

IDEA

The Five to Nine is a 'good news' paper that aims to help people achieve more of the stuff they love by sharing uplifting articles, tips and inspiration. It’s been set up by Microsoft Lumia.

It will be created and distributed as a limited run, 100k copies for five days 22-27th June in key UK cities.

http://5to9-lumia.tumblr.com/

RESULTS

Strong insight and good concept, but execution is weak and it has not had much exposure.

[creativityforgood]

STATES UNITED TO PREVENT GUN VIOLENCE - GUNS WITH HISTORY

PROBLEM: 60% of Americans believe owning a gun will make them safer. Yet it is proven in increase the change of homicide, suicide and accidental death.

IDEA: States United to Prevent Gun Violence, with Grey NY, set up a gun shop in the heart of Manhattan, stocked with guns that would make people think twice about the purchase. Every gun had a history.

Cameras set up captured buyer’s reactions.

RESULTS

4million+ viewers on YouTube

[creativityforgood]

SAMSUNG - HEARING HANDS

PROBLEM: People who are hearing impaired cannot experience the world as broadly and deeply, due to the communications barriers they are faced with.

IDEA: To launch their new service for hearing impaired customers, Samsung trained and placed people to ensure that when a Turkish guy Muharrem would be able to make more of a connection with them than usual.

They were placed on his route to the local square and it was captured via multiple cameras.

RESULTS:

10million+ views on YouTube.

[creativityforgood]

OPTUS - CLEVER BUOY

PROBLEM: Australia has beautiful beaches, yet sharks live in the coastal waters. It affects people’s ability to enjoy the beaches but also endangers the lives of sharks as detection systems have not been upgraded in decades.

IDEA: An idea based on demonstrating not just talking about the capability of Optus network.

Clever buoy that can detect sharks by their unique sonar return and then, powered by Google and Optus capability that information is relayed real time to coastguards on the beaches. It is a more efficient and humane way of managing the situation. 

RESULTS:

WARC Gold and Grand Prix awards for Innovation 2015

Cannes Lion 2015 Gold for Mobile 2015