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Marketing and Comms
2020 Goodvertising Awards Recognize Year's 10 Most Impactful Creative Campaigns

2020’s winners cover topics ranging from calculating product carbon footprints, regenerative farming, healthier food and reusable packaging to DEI, supporting businesses during COVID and more.

The annual Goodvertising Awards are not ones you can enter or be nominated for — the winners are chosen by a jury led by “Mr. Goodvertising” himself, Thomas Kolster, an internationally recognized speaker and author on a mission to challenge brands and creatives everywhere to use their power and messaging to drive positive behavior change from both consumers and business, rather than just to sell more stuff.

2020’s winners — which cover topics ranging from calculating product carbon footprints, regenerative farming, healthier food and reusable packaging to DEI, supporting businesses during COVID and more — were chosen because of their impact, potential and creativity. The awards are a lighthouse, meant to inspire even greater work in the following year.

In no particular order, here are 2020’s winning campaigns:

  1. “Order from McDonald’s” by Buzzman for Burger King.

  2. “The 2030 Calculator” by The Farm for Doconomy.

  3. Decoding effective methods of driving consumer behavior change

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    “Go Back to Africa” by FCB/Six for Black and Abroad.

  4. “Loop” by TerraCycle.

  5. “The Tampon Book” by Scholtz & Friends Berlin for The Female Company.

  6. “Pay It Forward” by FCB Inferno London for The Big Issue.

  7. “Mouldy Whopper” by INGO for Burger King.

  8. "The Microneedle Food Sensor" by Massachusetts Institute of Technology Department of Civil and Environmental Engineering.

  9. “Climate Action Vodka” by Bob the Robot for Koskenkorva Vodka.

  10. “A Hard Pill to Swallow” by Akestam Holst for Apotek Hjartat.

Kolster says that, while he’s proud of this year’s winners and their exceptional work, he still sees critical gaps in purpose-driven messaging that need filling.

"I miss seeing more work tackling the climate emergency — maybe it’s about time award shows create a climate impact award? Or what about coming up with solutions to serve the over 700 million people living in poverty?,” he says. “We were also surprised to not have seen more great work tackling the COVID-19 health emergency, as educating people on the safety measures could literally be a matter of life and death. It would be wonderful to see more cases of creativity being used for good and to tackle pressing global issues.”

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