Social good is no good
Dentsu Inc. hosted a talk on The Paralympic impact on our Creativity and Humanity. This centred around the idea that our responsibilities are changing, it’s not just to advertising but society more generally.
“Our industry understands how diversity plays a role in creativity. However, can we say the same for disability?”
Maiya Kinoshita, Creative Director, Dentsu Inc.
Three or four years ago, when I was last at Cannes Lions, social good was the biggest topic on everyone’s lips. It was about the one big thing a brand could do to make an impact on society. The thinking has evolved to brand purpose; the long-term consistent brand belief that needs to shine in everything a brand does.
Nike is predicted to be the biggest award winner at Cannes this year — and I thought it was interesting to see how the world is changing. The power of brand is getting stronger — and it’s having a greater influence on people. A consumer’s purchase is a vote with their wallet for what the brand stands for; buying the brands ideal or their impact on society.
I’ve sat in some of the Innovation Lions award presentations — and as the concept of social good has evolved, so too has the way the Innovation Lions are being judged to evaluate a brand’s long-lasting impact on the world. Throughout these presentations, every candidate has demonstrated passion for the impact they are having on the world through the work they’re doing. And passion is a word I’ve continued to hear over and over again by people taking to the stage at The Palais. Making a change for good, with conviction — which is what brands need to do. Stand side by side with their tribes and represent their views, as one of them.
In 2018, Serviceplan Group won three Lions for their product Dot; the World’s first smart media device for blind and visually impaired people. And the product continues to evolve with several different variants.
Over the past 12 months, they have evolved the product further, launching Dot Translation Engine; making everything accessible for everyone. It’s a braille writer and translator, continuing to evolve for good with a passion to change blind people’s lives. It is the first time I have seen a product in the running for two years in a row — and it shows the long-term view brands now need to adopt for their consumers and wider society.
Mikiko Nishihara, Business Producer, dentsu X
