Creative Advertising Campaigns from Socially Responsible Companies

Open a magazine or flip on some cable, and you’re sure to see some creative ads. Ad agencies are fantastic at taking any given product or service and making potential customers feel something. They can make you laugh, cry, or even feel really awkward. But sometimes they’re also conflicting. Don’t get me wrong, I love watching Super Bowl ads as much as the next guy, but some ads leave a gaping hole between the image they’re portraying and the company’s actual business practices.

Just this morning, a McDonald’s campaign that aired in China floated around the Oliver Russell office. Watch the quick overview here. It’s a great idea, but it’s hard to ignore that McDonald’s is a huge contributor to the chemically dependent food system in the U.S. (More on that here).

There’s some misdirection and omission happening here. As someone who is part of the industry making these kinds of campaigns, it’s hard to watch people fall for them.

On the other end of the spectrum, companies who are trying to make the world a better place need creative advertising campaigns to tell their story, too. The following are some of my favorite recent campaigns for the “good guys.”

Hampton Creek: Dear _________ ,

I first saw Hampton Creek’s ad sitting on an unused desk in our office, a full page New York Times ad—not the typical medium you see when trying to get a Millennial’s attention—that read “Dear 23-year-old.” I unfolded the paper and instantly recognized the egg logo as the same brand of mayonnaise I bought for the first time a few days earlier.

Hampton Creek’s mission is ‘to bring healthier and affordable food to everyone, everywhere’—by using plant-based substitutes in place of more costly, environmentally wasteful ingredients.

Here’s what I like: The ad isn’t for any particular product. It’s for me…for the reader. It’s calling for people to start food companies that make a difference. And it’s different all the way down to the contact information—the CEO’s personal email and phone number. It creates a sense of equality and extreme unpretentiousness. 

Each ad in the series has a different target in mind—a little funny, a little serious, and definitely made to make a connection. See the ads for yourself.

Amnesty International’s Tinder Takeover

Amnesty International was the first brand to partner with Tinder for a campaign. Yes, that Tinder…where young singles (and pretending-to-be singles) go to find potential mates. The takeover presented women with the statement “Not all women have the choices you do” amidst potential profiles. Users were then led to a microsite with more information. It’s a simple message, but the unexpected medium makes it interesting digital marketing.

Amnesty International used a platform that wasn’t overtaken with ads. They found a medium where women were actively engaged, and the message they delivered was relevant to that audience while they were engaging. During the campaign, Amnesty International had thousands more click-throughs to their website and signed up hundreds of new members. Read more.

Followfish Print Campaign

I stumbled on this print campaign from a German seafood brand and couldn’t ignore it. The ads are eye-catching and cleverly communicate Followfish’s differentiator, seafood that comes from a specific location the consumer can track. Partnered with great branding, Followfish is making an impact. Browse their site—Warning: it’s in German.

Don’t let this be my #LastSelfie

Brands and selfie-related campaigns have become vomit-inducing for me, but this one is different. The Denmark office of the World Wildlife Fund used the fleeting nature of Snapchat to create awareness for endangered species. The medium is the message. Follow WWF on Snapchat to see the campaign. 

The Red Cross Connection App

The Red Cross Connection app bridges the gap between advertising and product. It directly drives users to donate when their blood type is needed most. This clever idea is perfect for Millennials who desire quick results. They get an alert that their blood type is needed and can instantly find a blood bank or share with friends who may have that blood type. The app makes donating blood tangible and creates a sense of urgency for users.

These campaigns entertain and educate while staying true to the organizations they represent. They have effective digital strategies and aren’t afraid to explore emerging social media platforms, just like the consumers they’re trying to reach. 

As consumers continue to move toward choosing products and services from companies who improve the world, we’ll see more marketing like this. And that’s a good thing