Brand Tracker

Welcome to the automated Brand Tracker diaries.

Portugal

Zoomarine gathered 950 children and youth from social institutions at the Festival of Smiles

Campaign: Festa dos Sorrisos

Source: https://www.imagensdemarca.pt/artigo/zoomarine-reuniu-950-criancas-e-jovens-de-instituicoes-sociais-na-festa-dos-sorrisos/

Goal: Provide positive experiences to vulnerable children and youth

Claim: Celebrating smiles and community support

Summary: Zoomarine Algarve hosted the 'Festa dos Sorrisos' to celebrate World Smile Day by providing free access to the park for 950 children, youth, and adults from social institutions. This initiative aims to create enjoyable, educational experiences for socially vulnerable members of the community and reflects Zoomarine's commitment to nature conservation and community connection.

Portugal

Legacy of Francisco Pinto Balsemão Inspires Movement ‘Leaving the World Better’

Brand: SIC

Campaign: Deixar o Mundo Melhor

Source: https://www.imagensdemarca.pt/artigo/legado-de-francisco-pinto-balsemao-inspira-movimento-deixar-o-mundo-melhor/

Goal: To recognize and promote initiatives that improve society

Claim: Leaving the World Better

Media: Television, audio, press, podcast

Summary: The SIC and DST have launched the movement 'Deixar o Mundo Melhor', inspired by the values of Francisco Pinto Balsemão, aimed at highlighting individuals, projects, and ideas that contribute to societal improvement. It includes the Prémio Deixar o Mundo Melhor, which will award €70,000 to initiatives promoting a freer, fairer, and more plural society, among other media efforts.

awards community initiatives social impact

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.

Domestic Violence Awareness social impact women in marketing

Latin America

Ogilvy Latina celebrated the third edition of Borderless for Good

Brand: Ogilvy Latina

Campaign: Borderless for Good

Source: https://www.adlatina.com/nuevas-cuentas/ogilvy-latina-celebra-la-tercera-edicin-de-borderless-for-good

Goal: Promote volunteerism and community support

Claim: Solidarity knows no borders

Summary: Ogilvy Latina held the third edition of Borderless for Good, a volunteer initiative encouraging employees from Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, and Peru to contribute their time and talents to local communities. The campaign focuses on environmental care, child protection, health promotion, animal welfare, and donation drives, reflecting a strong commitment to making a positive impact.

community service environmental care social impact volunteering

Argentina

Tata Varela: ‘Moving through different environments broadens perspectives on problems that appear the same in a fixed routine.’

Brand: Humo Rojo

Campaign: Ir & Venir

Source: https://www.adlatina.com/publicidad/tata-varela-moverse-por-distintos-entornos-ampla-la-mirada-sobre-problemas-que-en-la-rutina-fija-se-ven-siempre-igual

Goal: Redefine the work environment and provide social impact.

Claim: Traviajar: working and traveling simultaneously.

Summary: Tata Varela, the founder and CEO of Humo Rojo, discusses his project 'Ir & Venir', which integrates remote executive work with social impact across Argentina. Varela uses a motorhome to lead his agency's operations while promoting the idea that a fixed office is not necessary for strategic decision-making. His initiative, SoliDAR, aims to assist local communities with their communication needs. He emphasizes how traveling changes perspectives and enhances problem-solving.

advertising remote work social impact

Germany

Good Creates Circles

Brand: Volksbank

Campaign: Gutes zieht Kreise

Source: https://www.horizont.at/marketing/news/gutes-zieht-kreise-volksbank-zeigt-was-passiert-wenn-96-prozent-der-menschen-einer-region-fehlen-wuerden-103325

Goal: To highlight the impact of community support

Claim: What happens when 96 percent of people are missing in a region?

Summary: Volksbank's campaign illustrates the significant consequences and challenges a community would face if 96 percent of its residents were absent, emphasizing the importance of community engagement and support.

community support social impact

Japan

DEI is Not Just a ‘Social Contribution Framework’: Two Dentsu Creators Discuss the ‘Power to Transcend Boundaries’ That Creates Hits

Brand: Dentsu

Campaign: BORDERLESS CREATIVE SCHOOL

Source: https://www.advertimes.com/20260828/article555426/

Goal: To cultivate creators who can create new work and value by questioning the status quo.

Claim: The essence of DEI is the power to question the ordinary.

Media: Workshops, seminars, educational courses

Summary: The article discusses the perspective of two Dentsu creative directors on DEI (Diversity, Equity, and Inclusion) and their initiative, BORDERLESS CREATIVE SCHOOL, which aims to train creators to challenge conventional norms and create innovative work. They emphasize the importance of questioning established boundaries in society, such as gender roles and cultural expectations, and showcase successful projects that embody this DEI approach.

creative education diversity social impact

Paraguay

Premiere: Oniria/TBWA and Techo Highlight the Importance of Dignified Housing for Building a Better Future

Brand: Techo

Campaign: Salir de la Tierra

Source: https://www.adlatina.com/publicidad/preestreno-oniriatbwa-y-techa-visibilizan-la-importancia-de-una-vivienda-digna-para-proyectar-un-futuro-mejor

Goal: To raise awareness about the importance of having a solid floor as part of a dignified living situation.

Claim: A solid floor not only protects but enables a better life.

Media: Film

Summary: The campaign 'Salir de la Tierra' by Techo Paraguay, developed with OniriaTBWA, aims to highlight the significance of having a solid floor as a crucial aspect of leading a better life. Through a film featuring a girl from Areguá, it illustrates how a solid floor symbolizes safety, comfort, and a brighter future for families. The campaign also supports a national fundraising effort for emergency housing construction and community work.

fundraising housing social impact

FC Barcelona and La Casa de Carlota Launch a Capsule Collection

Brand: FC Barcelona

Campaign: Capsule Collection with La Casa de Carlota

Source: https://www.marketingdirecto.com/anunciantes-general/fc-barcelona-casa-carlota-lanzan-coleccion-capsula-reivindicar-creatividad-inclusiva

Goal: To promote inclusion and visibility of talent among people with intellectual disabilities

Claim: Diversity as a source of innovation and artistic expression

Media: Online store, Barça stores, social media

Summary: FC Barcelona launched a capsule collection of t-shirts in collaboration with La Casa de Carlota, a design studio that includes individuals with Down syndrome, autism, and other intellectual disabilities in its creative teams. The initiative aims to celebrate diversity as a means of innovation and artistic expression. The collection features designs that reinterpret iconic FC Barcelona symbols, showcasing the creative vision of artists with intellectual disabilities.

diversity fashion inclusion social impact