2025 WINNERS ANNOUNCED!
Marketing Makes a World of Difference isn’t just a clever catchphrase—it’s a call to recognize the transformative power of brand values put to action. These awards celebrate efforts that embrace commercial objectives, while also tackling significant issues and elevating the role of marketing to inspire action, shape culture, care for the planet, and even save lives.
What sets these winning case studies apart is not only their ability to “do good,” but their power to inspire new models of growth—where human insight, creativity, and responsibility converge. Marketing is central to that convergence, translating complex challenges into action and aligning corporate innovation with what matters most to people.
As purpose evolves into trust, and trust into loyalty, these awards recognize the brand initiatives that are building the future of business by keeping their promises—and by proving that growth and good are not at odds, but deeply intertwined.
2025 Award Winners
(Alphabetical Order | All are Platinum Winners)
CLICK ON NAME FOR CASE STUDY LINK
2degrees – Good Tings (New Zealand)
Submitted by OMD New Zealand
… Turned kids’ first phones into digital safety lessons, embedding protection into music, unboxing, and school curriculum.
Al Joumhouria – Uncensored Press (Lebanon)
Submitted by OMD \ TBWA\Raad
… Transformed censored war photography into typographic “typics” that bypassed algorithms, giving frontline journalism global visibility.
Ally – Savings Bucket to Honor You (USA)
Submitted by EssenceMediacom | WPP Media
… Reframed financial literacy as cultural pride, empowering young Hispanics to save in ways that honor family and heritage.
AXA – Group Therapy (Global)
Submitted by Wavemaker | WPP Media
… Used comedy as a bridge to tackle mental health stigma, turning laughter into an entry point for healing.
British Heart Foundation – ’Til I Died (UK)
Submitted by PHD UK
… Turned a football chant into public murals honoring young lives lost to cardiac conditions, sparking donations and awareness.
Dove – Born to Run (Global/USA)
Submitted by Mindshare | WPP Media
… Partnered with Nike and athletes to keep girls in sports by tackling body confidence dropouts at puberty.
Dove – Real Beauty Redefined for the AI Era (Global)
Submitted by Mindshare | WPP Media
… Intervened in algorithms to ensure inclusive, authentic beauty representation in the age of AI.
EE – Support. It’s In Your Hands (UK)
Submitted by Havas Play UK
… Embedded British Sign Language into football sponsorships, making the sport more inclusive for Deaf fans.
Foundation to Combat Antisemitism – Timeout Against Hate (USA)
Submitted by Mindshare | WPP Media
… Hijacked sports timeouts to unite Americans against antisemitism and hate of all kinds.
Google Workspace – 50 States, 50 Stories (USA)
Submitted by EssenceMediacom | WPP Media
… Replaced one flashy Super Bowl spot with 50 local ads, spotlighting small businesses powered by AI.
Mazda – First to the Finish (Global/USA)
Submitted by Mindshare | WPP Media
… Broke barriers with a Prime Video docuseries on women racers, redefining branded storytelling as entertainment.
McDonald’s Sweden – Deal with the Trash (Sweden)
Submitted by OMD Sweden
… Turned litter into loyalty rewards, gamifying responsibility while boosting app use, trust, and market share.
Minnesota Pork Board – Cook’n Bacon / Team Pork (USA)
Submitted by Parity
… Celebrated Olympic divers Cook and Bacon with a playful campaign that built community pride and food bank support.
PetPace – Animal Alerts (Peru → Global)
Submitted by MEDIAPLUS Germany
… Transformed smart collars into seismic sensors, turning dogs into a life-saving earthquake warning system.
Privateer – Space Trash Signs (Global)
Submitted by MEDIAPLUS Germany
… Made orbital debris visible by mapping space junk into constellations, driving awareness and policy change.
Sandy Hook Promise – Just Joking (USA)
Submitted by PHD USA
… Used stand-up comedy to expose the danger of dismissing school shooting threats as “jokes,” preventing real tragedies.
SPARK! Philippines – KITA Initiative (Philippines)
Submitted by Havas Ortega, Manila
… Made women entrepreneurs literally visible by redesigning store signage with culturally inspired typography.
Starcom Taiwan – The Love Atomic Habit (Taiwan)
Submitted by Starcom Taiwan
… Leveraged AI to help families practice love and openness, breaking taboos around organ donation consent.
Treeless Map – Abdul Latif Jameel Motors (Saudi Arabia)
Submitted by SERVICEPLAN & MEDIAPLUS Middle East
… Stripped Fortnite of trees to dramatize deforestation, planting real trees for every player who joined.
Vattenfall – Fossil FreeDOME (Sweden)
Submitted by OMD Sweden
… Used AI-powered VR to help people co-create a fossil-free future, transforming climate anxiety into hope.
Publisher’s Note
At The Internationalist, we’ve long believed that marketing is one of the most powerful disciplines in business—not just to communicate, but to inspire action and shape culture. These winners prove that while purpose is evolving, it is very much alive when matched with authentic action. They remind us that marketing at its best does more than sell—it solves, it builds trust, and it truly makes a world of difference.
— Deborah Malone
Founder, The Internationalist
