Archive - Mar 2010
March 17th
the whole world is watching
It’s My Time is an interactive global casting site for United Colours of Benetton. It encourages people to showcase how individual they are. And other people can vote on who they would like to see in Benetton’s autumn-winter 2010-11 advertising campaign.
Why it matters
Crowd sourcing for interesting advertising content makes a fashion brand seem on top of the latest trends globally. Will we see other fashion brands employing the same technique to make their large global brands feel routed in real people with local inspiration?
the sign of a do-gooder
Between the 15 of January and the 27 of February Max Havellar organizes an operation called Change labels. In order to sensitise people to the fact that fair trade doesn’t only concern food but also clothes, the brand asked Parisians to cut the labels off their clothes and to post them on a board.
Why it matters
“Don’t ask for money: ask for a symbolical gesture”. With a purchasing power crisis going on, Max Haavelar offers the possibility of making good with a gesture and not a cheque. The good gesture has become a new way for consumers to demonstrate their commitment. Can actions that don’t involve monetary value tide social causes over until donations become more feasible for the majority?
the greater good
MADE IN HAPPY GERMANY® is a small business community network with its own quality seal. It stands for regional products that have been produced under ecological and fair circumstances. The network seeks to create win-win situations for seal holders and customers, so that people can benefit from more ethical goods and the companies behind them get mutual support.
Why it matters
This example shows how individuals and small companies are bringing their own ethical standards to life from the grassroots level. Creating an ethical community means that small businesses can prosper under the safety reassurance for customers of a well-recognised mark. Is this another example of how the business world is becoming less selfish, where the good of all is desirable above the good of one?
