Brand Tracker

Welcome to the automated Brand Tracker diaries.

Serbia

Women in Marketing CEE Recognized Four Strong Names from Serbia

Brand: McCann Beograd

Campaign: Until Death Do Us Part

Source: https://www.media-marketing.com/vijesti/women-in-marketing-cee-prepoznao-cetiri-snazna-imena-iz-srbije/

Goal: Raise awareness about violence against women and the prevention of femicide

Claim: Until Death Do Us Part

Summary: The Women in Marketing CEE Awards recognized four outstanding women from Serbia, including Jana Savić Rastovac for her campaign 'Until Death Do Us Part' addressing violence against women. The campaign uses a black wedding dress as a symbol to transform the phrase 'until death do us part' into a warning about domestic violence, gaining recognition in both regional festivals and the Central and Eastern European professional community.

France

WARC: Creativity Brings Results When Changing Cultural Norms

Brand: AXA

Campaign: Three Words

Source: https://www.media-marketing.com/vijesti/warc-kreativnost-donosi-rezultate-kada-mijenja-kulturna-pravila/

Goal: To change cultural norms regarding domestic violence

Summary: The article discusses insights from the Creative Effectiveness Lions report by WARC, highlighting successful campaigns that have driven measurable business results by incorporating cultural insights and engaging the audience. Notable campaigns include 'Three Words' by Publicis France for AXA, which addressed domestic violence, and 'Caramelo' by AlmapBBDO for Pedigree, which focused on Brazilian mixed-breed dogs. The report emphasizes that brands should not only reflect cultural norms but also aim to change them for growth.

Creative Effectiveness Cultural Insights Domestic Violence Awareness