The new consumer champions

It’s one thing to slap your logo on a cause and call it a day. It’s another thing entirely to take on consumer concerns and embrace them as your own. But, just beyond that, is a new realm of ally-ship and advocacy; calling out other brands (or your own) for being part of the problem.

That’s what BMO did for “Rainbow Deposits,” a campaign created by FCB. The work tackled the issue of “rainbow-washing” – the accusation levelled at companies that the rainbow logo they display leading up to and during Pride Month is meaningless without taking concrete action to effect change.

Let’s just take a moment to consider how ballsy it is for an established brand – let alone a bank – to call out other businesses. (That’s something you’d expect from a challenger brand or a cause, not someone holding your mortgage.)

The campaign allowed people across Canadian and U.S. markets to take photos of rainbows and “deposit” the pictures on their phone in the same way they would a cheque (all using a custom-developed web app). Any rainbow could essentially be “hijacked” and deposited as a one-dollar donation to BMO’s selected partner, Rainbow Railroad, an international non-profit organization that helps bring 2SLGBTQ+ community members facing persecution to safety.

“The campaign strengthened commitment to this notion that if you can give people a way to act, they’re going to find it more engaging, be more willing to share it and be more willing to participate,” says Catherine Roche, chief marketing officer with BMO, who cites the same thinking behind its “Wrap the Good” holiday campaign. “It lets people give back in a material way to the cause rather than just generate an elevation of attention.”

The call out to 2SLGBTQ+ community members and allies to capture and deposit all the rainbows they came across spanned branches, online video and social media; was shared with drag queens and influencers; and showcased across BMO's sports sponsorship properties. The campaign raised over $50,000, with an additional top-up donation of $10,000 coming from professional soccer partner and MLSE franchise TFC.

For its part, Kraft Peanut Butter took an unexpected tack with its latest campaign. The brand won praise in the Cause & Action category for “Protection for Peanuts,” work by Rethink that saw the legacy brand contributing a solution to a problem it’s a part of: peanut allergies.

The campaign allowed consumers to be reimbursed for the cost of their expensive life-saving EpiPens by uploading their receipts to its dedicated website. Kraft also partnered with NHL player Alexis Lafrenière (who has a peanut allergy) to help spread awareness and encouraged other peanut-based brands to join its mission.

“Protection for Peanuts” achieved 125.2 million earned impressions, surpassing its target by 626%. The story was picked up by top national news outlets, and the campaign earned the gratitude of consumers and support from Food Allergy Canada, a non-profit organization. Ultimately, it fulfilled $75,000 in reimbursements.

And, speaking of dealing head-on with problems you helped create: In print, Sports Illustrated Swimsuit made a splash with its “Pay for Change” campaign, its bid to upend consumer perception of what it stood for, transforming “from a magazine just for him, into a platform for her.”

The title’s long-running swimsuit edition is both loved and criticized for its objectification of women. To prioritize the brand’s new purpose, Edelman redefined the criteria for selling ad space. Brands that planned to advertise or partner with SI Swimsuit had to first commit to making progress for women in the form of internal policy changes, external causes, existing initiatives or new commitments. The campaign included an anthem film, organic social media, media appearances with its editor-in-chief and an open letter encouraging brands to join the movement.

SI saw a 47% increase in brand partnerships. The launch generated 2.8 billion impressions and 10.4 million in earned social impressions. It also saw a 122% increase in positive social sentiment from women.