1. Procter & Gamble: Responsible Beauty
Procter & Gamble launched the Responsible Beauty campaign, which presents a story created and produced by the global production company Sweetshop.
Dance among recycling
The campaign is a tale of a “lost and found” journey. It follows a dancer and several models in a P&G factory, dressed in accessories made from recycled plastic. As the shots change, the actors dance to the rhythm. Close-ups, movement and the clash of colours create an almost magical symphony of dance, music, colour and artistic direction.
The accessories worn by the dancers and models are made from discarded plastic bottles recycled by the residents of Fuliang village. At the P&G factory, plastic waste was shredded and sorted. The P&G team worked with employees who were usually used to working on an assembly line. Using more than 3,000 hand-cutting knives and more than 10,000 hours of ingenuity, they achieved the transformation of plastic waste into works of art.
Title: Responsible Beauty
Agency: Sweetshop
Advertiser: Procter & Gamble
Brand: Procter & Gamble
Country: China
Published: July 2022
2. LeVar Burton - Osmo's New Chief Reading Officer
An actor who teaches reading
Actor LeVar Burton joins Osmo to promote early childhood literacy. Osmo sells educational learning toys, and the spot features a serious, eloquent conversation with adults about the benefits of learning at a young age.
Title: Meet Our New Chief Reading Officer - LeVar Burton
Agency: B-Reel
Advertiser: BYJU'S
Brand: Osmo
Published: June 2022
Country: United States
3. United – Good Leads The Way
Good as an airline's guide
The story begins “once upon a plane . . .” — a very interesting play on popular words.
A spot full of novelties, feats and good things! Because it is the story of an airline where good leads. united.com/goodleadstheway
Stunning TV commercials: what the 2022 campaigns teach us
United's shared purpose is “Connecting people. Uniting the world.” Every day we help unite the world by connecting people to the moments that matter most. This shared purpose makes us the best airline for our employees, customers and everyone we serve.
Title: Anthem
Agency: 72andSunny
Advertiser: United Airlines
Brand: United Airlines
Published: May 2022
Country: United States
4. Built for Whoever You Are | The 2023 Kia Soul
Kia for everyone
In line with the brand's promotional slogan “Movement that inspires,” this funny TV commercial from David&Goliath in the US confirms that Kia suits every personality.
Title: Built For Whoever You Are
Agency: David&Goliath
Advertiser: Hyundai Motor Group
Brand: Kia
Country: United States
Published: July 2022
5. Co-Op - Lift Up Your Community
Community in the spotlight
Co-Op grocery stores have existed in the United Kingdom for a long time, rooted in the community as local businesses. This campaign, via Lucky Generals, communicates that buying food benefits your community through the depicted scenes of social gatherings.
Title: Lift Up Your Community
Agency: Lucky Generals
Advertiser: Co-Op
Brand: Co-Op
Published: June 2022
Country: United Kingdom
Summary
The selected spots combine a strong message with refined form: Procter & Gamble turns plastic waste into dance theatre, and United Airlines bets on a story about good. LeVar Burton promotes reading, while Kia and Co-Op show that advertising can be fun and socially engaged. It is worth noting that the campaigns were created by a variety of agencies, from Sweetshop to Lucky Generals, which proves that effectiveness does not depend on the size of the budget, but on the idea.
