DraftFcb

Archive - Jun 2010

June 25th

Cross-category competition

Cross-category competition

Ben & Jerry’s has set up Give It Forward, a site where people bid for products or services with other products or services. People trade a huge range of things form 1 hour cuddles with their pets to free admission at gigs.

Why it matters

Ben & Jerry’s Give It Forward challenges the notion that brand activity should be relevant to a brand’s product or service. If brands continue to communicate values rather than products, will we see cross category competitor sets begin to form? Could Ben & Jerry’s now class eBay as a competitor thanks to Give It Forward?

Connectivity
Netherlands
Social Cause

Toothpaste reducing carbon footprints

Toothpaste reducing carbon footprints

“Chiudi il rubinetto” is a campaign developed by Aquafresh to help prevent people from using any water they don’t need to when brushing their teeth.

Why it matters

People are all too aware of climate change and what they can do to help. When brands tell people about these issues they are simply reminding them what they already know. Rather than reiterate the same issues, would brands de better to go a step further and contribute positively through NPD?

Conscious
Italy
Social Cause

Tracking your contribution

Tracking your contribution

Openaction.org adds geographical context to charitable activities in order to encourage donations. With a compelling visual presentation, the site generates real-time data about the work and progress taking place thanks to people’s donations contribution.

Why it matters

Showing people the positive impact of their donations has been a method used to encourage charitable support for many years. Real time social networking technology can now allow this to happen in a new, compelling way. Will we see donations increase in the future now that people are better able witness the positive impact they help to create?

Conscious
One World
Significance
Social Cause
United States
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