Ogilvy, being one of the biggest ad agencies in the world, has a lot more glitzy, recognizable work in their repertoire, but I felt that this campaign deserved recognition. Help services for controversial illnesses such as anorexia are one of the toughest things to advertise for because the taste level is often scrutinized and the threshold of getting through to people is much higher. Ogivy Frankfurt managed to make an affecting yet beautiful campaign for anorexia prevention, which rightfully won them a bronze award at Cannes in 2009 for outdoor advertising. These altered works of art were placed in museums amongst originals so that the audience would find themselves faced with the new beauty ideals when expecting to see the old ones. These adaptations of Ingres masterpieces are at first almost superficially stirring, but once realizing the meaning behind them one asks what defines beauty and how that has evolved. The ads were successful too. Traffic on the client, ANAD's, website increased by 16% and donations soared. Newspapers ran articles about the campaign.
Net#work BBDO simultaneously listened to their heart and looked through their marketing lens to bring a billboard that used solar panels to a small township in Africa. The first of its kind, this billboard doubled as an advertisement for Nedbank as well as an energy provider to a nearby school, feeding 1100 children a day. An advertising medium as well as a solar power generator- this billboard is not only benefiting a deprived school, it is also doing it in a environmentally sound way. Can you get more socially responsible than that?
What first caught my attention in "Let it Shine" was the sheer beauty and feel-good state of the ad. And this feeling of warmth that Weiden+Kennedy leaves you with is part of the social responsibility of the spot. I consider it not just socially responsible when a campaign is raising money for a cause, but also when an ad simply puts forth work that is to a higher standard. Weiden+Kennedy is reliable for always putting out only their most honest and inspiring work. In this ad W+K Amsterdam came up with the idea of projecting animated images that depict stories of "good" and Vimeo executed it on the world's largest LED screen. Frowns are turned into smiles and hugs and kisses are given among other demonstrations of good will, "which is all meant to convey people's inherent wish to be good" as the agency says. This is the first word from W+K AMS advertising the new Honda InsightHybrid, part of the advertiser's environmental platform.
