D&AD Impact, is a new award that seeks to identify and celebrate the great, transformative, creative ideas that contribute towards a better, fairer and more sustainable future for everyone. In its second year, this award run together with Advertising Week covers 12 different categories, with the aim of awarding those who are having real-world impact in a diverse range of areas and industries.
We've selected five entries, taken from across various categories, to show you the type of groundbreaking and original work our judges will be considering. Have you got a campaign that has made use of creativity as a source for good? Enter your campaign into D&AD Impact now.
Civic Engagement: The Lunchbox by Kitchen Leo Burnett
The Norwegian Directorate for Children, Youth and Family Affairs needed to find more willing foster carers in Norway. In order to encourage more people to get involved, Kitchen Leo Burnett released an emotional film that highlights one young boy’s sad situation in order to show people how a community together can help to make a difference to a child’s life. Working against the trend for artificial intelligence-driven campaigns in order to stand out, this subtle, emotional, and silent story is an impactful alternative.
Communication & Interaction: Invisible Sexism by FCB São Paulo
FCB São Paulo and Estadão Newspaper in Brazil wanted to bring to light the issue of women being sexually harassed and then this being blamed on the clothes they wear. In order to give this issue maximum attention, they wrote messages of empowerment on models' bodies with a paint that is only visible in photos taken with flash, much to the surprise of the photographers and influencers at a São Paulo fashion show. The campaign gained attention throughout Latin America and really got people talking about the problem.
Humanitarian Aid: PlayPallets by PlayPallets International, Inc.
It’s a tough sell to get play equipment a spot on a shipping pallet that’s being used to transport food, medicine, and water to crisis regions worldwide. Whilst children in these communities are getting the aid that they need, it is often a joyless existence. PlayPallets believe that all kids deserve the right to play, and through specially-designed shipping pallets, they are helping to make that a reality. The idea is an innovative one, once the shipping pallets have delivered their payload, the pallets can be easily rebuilt into sturdy youth sports equipment, meaning the best of both worlds.
Industry Evolution: Safety Bags by Cheil Hong Kong
China’s trust in food safety has hit an all-time low. From exploding watermelons and recycled gutter oil to toxic baby formulas, the country has faced one food safety scandal after another. A recent study showed that up to 90% of all fruits and vegetables sold in supermarkets are contaminated with at least one harmful pesticide. So Tesco and Cheil Hong Kong, have decided to make a difference with Safety Bags; fruit and veggie bags that remove harmful pesticide residues. A special coating means they break down the toxic residues, dispersing them naturally into the air. Thus, enabling supermarket consumers to enjoy safer fruits and vegetables.
Urban Living: Cricket Shelter: Modular Edible Insect Farm by Terreform ONE
The United Nations has mandated insect sourced protein is a major component to solving global food distribution problems. Designed to respond to the impending food crisis, Cricket Shelter provides access to a unique community-sustained source of alternative protein. It is a temporary refuge that minimizes the ecological footprint of protein-rich food production for urban areas. The aim of this project is threefold: to minimize environmental impact, to create a mobile and flexible constructed farming system, and to promote community-driven agriculture in an urban context.
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.