Goodvertising is not a campaign that states that the client's product or service is good. It's advertising that is a force for good.
Advertising is a powerful tool. It is able to change what people think. How they think. So Thomas & Hudson's newly published book , Goodvertising, showcases outstanding creative work that also does good – by informing honestly, promoting ethical business behaviour, showing how the client is being and doing good.
Work from more than 120 campaigns across the world is organised into chapters by commitment to ideals such as transparency, compassion and positivity.
Sure, DDB Paris' work for the Rainbow Warrior was an obvious contender. But shown off also are Crispin Porter + Bogusky's Pizza Turnaround campaign for Domino's Pizza and AKDA's Eco-drive campaign for Fiat. Well known brands and businesses, such as Unilever, Coca-Cola, Ben & Jerry's, Nike, Volkswagen, Toyota, Sainsbury's, Microsoft and Ikea get to showcase what they give back to the world community.
Each campaign is presented with the understanding behind it. There are also interviews with 'good' creatives, like Mike Schalit, who has opened the MAL Foundation, a world first non-profit advertising agency. Mike's personal mantra (borrowed from Sir Winston Churchill) is, “we make a living by what we get, we make a life by what we give.”
Goodvertising's author is Thomas Kolster, a Danish media and advertising strategist, and founder of creative agency Inkognito.
Close your eyes and say, "Just do it." What do you see? Yes, me too...the Nike tick logo. But hammering brand image statements into people's heads is considered so yesterday now. Is it? Let's find out...