Goodvertising: Creative Advertising That Cares

by Thomas Kolster

Thought-provoking and responsible advertising by brands and charities worldwide, including Volkswagen, FIAT, Unilever, UNESCO, Greenpeace, Michelin, HP, and American Express Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand’s corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters―Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment―it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility. 400 color illustrations

Genres: Business

256 pages, Hardcover

First published October 1, 2012

Reviews

[Juha · Rating 4 out of 5]

Great examples, visually fantastic. Lots of ideas and inspiration regarding sustainability, purpose and communications in general. The only format I did not like was the two-page interviews.

[Kristin · Rating 5 out of 5]

A great, inspiring book on creative advertising that will definitely make you re-think some of the brands and their strategies.

[Ayesha Ratnayake · Rating 5 out of 5]

A fantastic compilation of case studies showcasing the power of advertising to change minds and hearts - this time, in support of the environment, social equity and the alleviation of suffering. It's a delight to witness how all that creativity, reach and funding can be channeled towards building a better world. So inspiring.

[Anas Faris · Rating 5 out of 5]

This book kills two birds with one stone - increase awareness about green (& good) products (& causes) and present a lot of creative and outstanding advertising samples.

[Alexander K · Rating 4 out of 5]

This book gives some amazing examples of how to showcase a brands sustainability efforts. There is so much more than saying "We are green!" You have to first be green with everything you do. A great quote within the book: If you are going to be naked, you'd better be buff!

This books really focuses on B2C (business to consumer) creative advertising and at the end of every short chapter is a collection of some of the best ads.

[Boram · Rating 4 out of 5]

광고를 다른 시각으로 볼 수 있도록 한 책

[Kristin Christian · Rating 5 out of 5]

A wonderful book on advertising. The campaigns showcased are inspirational. Great resource for any advertising professional's bookshelf

[Shawn · Rating 5 out of 5]

AMAZING! INSPIRATIONAL! ONE OF MY FAV BOOKS EVER! for a quick sample checkout my video compilation on youtube GOODVERTISING VIDOES