Multicultural Excellence Awards
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Ajinomoto Invites Gwyneth Paltrow to Dinner to Dispel MSG Myths
Multicultural Excellence Awards November 13, 2023Ajinomoto wanted to change the misinformed perception of monosodium glutamate (MSG) within the “clean eating” community. To do that, the brand needed to get the world’s most influential clean eater on board: Gwyneth Paltrow. The only problem? She didn’t answer the brand’s calls. So, Ajinomoto made her the face of its campaign — without actually hiring her.
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An Amazon Series Marketed to the Autistic Community
Multicultural Excellence Awards November 13, 2023Amazon undertook to attract the autistic community to dramedy series featuring themes and experiences they would be familiar with.
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Banner Health Connects with the Advanced Age Audience Through a Humorous Digital Video Series
Multicultural Excellence Awards November 13, 2023Banner Health created a humorous video series to illustrate its understanding of the unique needs of patients 55 and older.
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Colon Cancer Coalition Encourages Patients to Talk Shit
Multicultural Excellence Awards November 13, 2023Colon Cancer Coalition created the “Talking Shit Saves Lives” campaign to educate younger patients about the symptoms of colorectal cancer and encourage them to talk about the issue with their doctors.
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Connecting African Americans with their Ancestors
Multicultural Excellence Awards November 13, 2023Genealogical service Ancestry strove to assist African Americans trying to uncover their family histories, inspiring their efforts with a documentary film.
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Corona Fights for Equal Pay for Female Soccer Players
Multicultural Excellence Awards November 13, 2023Beer brand Corona strove to promote equal pay for female soccer platers in Mexico.
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Daniel Dae Kim Took a Drive with Lexus
Multicultural Excellence Awards November 13, 2023Lexus’ campaign targeted to native-language and English-speaking Asian American consumers in the continental U.S., with two separate spots that were targeted to East Asian and Asian Indian audiences respectively. The East Asian spot was also translated/adapted into English, Chinese (Mandarin), and Korean versions.
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Delta Air Lines Highlights the Diverse Faces of Travel
Multicultural Excellence Awards November 13, 2023Delta Air Lines created its “Faces of Travel” campaign to increase diverse representation within travel culture from social media to tourism ads, and everything in between.
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Denny’s Recruits Social Influencers to Create New Menu Items
Multicultural Excellence Awards November 13, 2023Denny’s invited 24 diverse creative influencers to co-create menu items to protect share and resonance with young, multicultural consumers.
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Dignity Health Promotes Cancer Screenings to Uninsured Latinos
Multicultural Excellence Awards November 13, 2023Dignity Health’s audio-based campaign promoted cancer screenings to uninsured Latinos experiencing cultural barriers to preventative health.
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Dove and LinkedIn Fight Hair Discrimination
Multicultural Excellence Awards November 13, 2023Dove and LinkedIn continue their efforts to pass the CROWN Act in all 50 states and end race-based hair discrimination in the workplace.
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Dove Takes on Social Media’s Harmful Effects on Young People
Multicultural Excellence Awards November 13, 2023Dove undertook an effort to combat the harmful effects that social media can have on youths’ mental health and self-esteem.
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Expedia Connected with the Latino Community through Storytelling
Multicultural Excellence Awards November 13, 2023Expedia’s primary goals for this campaign were to grow brand love and increase Latino site visits and booking.
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General Mills Appealed to Hispanic Consumers with “La Jugada Mundial”
Multicultural Excellence Awards November 13, 2023General Mills launched its campaign, Enjoy “La Jugada Mundial (World-Class Play)” to appeal to Hispanic families getting ready for the World Cup through the connection and enjoyment of food.
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How AARP Connected with AAPIs via a Rap Music Video That Celebrated Lunar New Year
Multicultural Excellence Awards November 13, 2023To connect with its Asian American and Pacific Islander (AAPI) audience, the AARP collaborated with the San Francisco-based dance troupe Grant Avenue Follies and Chinese-American rapper Jason Chu to create a rap music video about Lunar New Year celebrations and traditions from a multigenerational lens.
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How ESPN Leveraged Its Partnerships to Provide Support to Black Businesses
Multicultural Excellence Awards November 13, 2023ESPN leveraged its partnership with the NBA to expand its Champion Black Businesses (CBB) initiative to provide exposure, guidance, and financial support to Black businesses and dismantle systemic barriers to their success.
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How This Organization Raised Vaccine Rates in Anti-Vax Land
Multicultural Excellence Awards November 13, 2023By creating messaging targeted toward vehement anti-vaxxers in the Permian Basin of western Texas and New Mexico, Permian Strategic Partnership was able to convince thousands of “vaccine curious” individuals to finally get the COVID-19 vaccine.
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Love Proudly: Real Stories of LGBTQ+ People
Multicultural Excellence Awards November 13, 2023With the current political climate, OnStar saw an opportunity to show its members its dedication to being purposeful allies. Focusing on belonging and safety is a big part of acceptance. OnStar wanted to promote that mentality across multiple social channels and reach out to real people and tell real stories that reflect the LGBTQ+ community.
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McDonald's Created the “Lunarverse” to Attract Gen Z
Multicultural Excellence Awards November 13, 2023To celebrate Lunar New Year in the United States, McDonald’s aimed to create a culture-inspired and tech-forward campaign that not only demonstrated the brand’s cultural fluency, but also its commitment to innovation.
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McDonald’s Appeals to Hispanic Soccer Fans
Multicultural Excellence Awards November 13, 2023McDonald’s partnered with SNL cast member Marcello Hernández to reach Hispanic World Cup fans, celebrating the distinctive ways in which the embrace their favorite sport.
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