Multicultural Excellence Awards | Marketing Knowledge Center

McDonald’s Connected with Black Members of Generation Z Through Its Future 22 Initiative

Multicultural Excellence Awards November 13, 2023

To celebrate Black communities and deepen its connection with Black members of generation Z, McDonald’s launched “Future 22,” a digital campaign that highlighted the stories of 22 young Black people creating meaningful change within their communities.

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McDonald’s Creates an Immersive Diwali Celebration for the Asian Indian Community

Multicultural Excellence Awards November 13, 2023

McDonald’s collaborated with designer Megha Rao to create an immersive Diwali celebration that reinforced the brand’s commitment to the Asian Indian community.

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McDonald’s Supports Black Change Leaders

Multicultural Excellence Awards November 13, 2023

McDonald’s supported “change leaders” striving to make a difference in the Black community.

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NFL Targets Women with Super Bowl Ad

Multicultural Excellence Awards November 13, 2023

The NFL introduced “Run With It,” an ad during the Super Bowl that showcased flag football in an attempt to broaden the audience of the sport of football.

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On Lok Gets Chinese Seniors to Embrace Life

Multicultural Excellence Awards November 13, 2023

To enroll more Chinese seniors in the On Lok Program of All-Inclusive Care for the Elderly (PACE), On Lok’s Lunar New Year (LNY) integrated marketing campaign celebrated Chinese cultural pride while promoting their physical and mental health.

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P&G’s “Long Line of Ladies” Tells the Story of a Native American Family

Multicultural Excellence Awards November 13, 2023

P&G’s “Long Line of Ladies” is centered around one Native American family; the story is told through the community. It both celebrates the traditions of the Karuk people and challenges the way that many Western cultures approach menstruation from a stressful, awkward time that can hurt confidence to a moment of celebration, unity, and pride.

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Pantene Highlights the Muxe Community

Multicultural Excellence Awards November 13, 2023

Pantene's viral video campaign was designed to empower individuals in Mexico, especially women aged 18 to 45 years old, to embrace their unique identities through their hair, shedding light on the resilient Muxe community's tradition of using braids as a symbol of resistance and pride.

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Pepsi Digs in to Raise Visibility of Black-Owned Restaurants

Multicultural Excellence Awards November 13, 2023

The Pepsi Dig In social media platform raises visibility for Black-owned Restaurants (BORs), giving people and the industry a way to find and dine, directly helping not only these restaurants but the Black community at large.

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QuickBooks Inspires Hispanic Business Owners to Stop Thinking So Small Brand: Intuit Quickbooks

Multicultural Excellence Awards November 13, 2023

Partnering with Mexican soccer star Javier "Chicharito" Hernández, QuickBooks inspired Hispanic small business owners to stop thinking small and treat their businesses like enterprises with big potential, using QuickBooks software as a tool to help them grow.

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Ready.gov Helps Hispanic Americans Prepare for Emergencies

Multicultural Excellence Awards November 13, 2023

An iteration of FEMA’s Ready.gov campaign targeted Hispanic Americans to become more prepared for emergencies such as natural and man-made disasters.

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Riviana Shakes Up Boring Rice Category with Non-Traditional Messaging

Multicultural Excellence Awards November 13, 2023

To stand out in a traditionally “boring” category, Riviana promoted its Mahatma rice brand with culture-first messaging targeted toward young people who were known to be culinary explorers.

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Scrolling Therapy App Helps Parkinson’s Patients Scroll

Multicultural Excellence Awards November 13, 2023

Eurofarma introduced Scrolling Therapy, an innovative mobile application that helps Parkinson’s Disease patients scroll their social feeds.

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Selling Burgers with 50,000 Stickers and a Country’s Love of Serrano Peppers

Multicultural Excellence Awards November 13, 2023

Burger King Mexico placed 50,000 stickers on serrano peppers throughout Mexico City in an activation meant to raise interest in the quick service restaurant’s latest offering — the Whopper Serrano.

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Sprite Zero Sugar’s Partnership with 'Black Panther: Wakanda Forever'

Multicultural Excellence Awards November 13, 2023

Sprite Zero Sugar sought to design an end-to-end commerce campaign for its partnership with Marvel’s Black Panther: Wakanda Forever, targeting Black and Hispanic youth (between the ages of 16 to 24) with a passion for music, film, art, and entertainment.

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Taimi Offers Support to LGBTQ+ People Where It’s Most Needed

Multicultural Excellence Awards November 13, 2023

Dating app Taimi responded to anti-LGBTQ+ legislation and behavior during Pride Month by convincing Americans to consider the popular song “America the Beautiful” in a new and more accepting light.

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Target Helps Latin-Owned Brands

Multicultural Excellence Awards November 13, 2023

Target became the first retailer to launch an initiative dedicated to elevating and supporting the marketing and community impact of the Latin-owned-brands it distributes. The campaign launched during Hispanic Heritage Month and flighted through the Christmas holiday.

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TD Canada Celebrated Asian Heritage Month with This Beautiful Tribute

Multicultural Excellence Awards November 13, 2023

To celebrate Asian Heritage Month, TD Canada highlighted the Asian Canadian commitment to community seen throughout their history by spotlighting customers who demonstrated these same selfless commitments to community in Canada’s most remote towns.

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Tecate Melds the Worlds of Classical and Popular Music

Multicultural Excellence Awards November 13, 2023

Beer brand Tecate brought together the San Francisco Philharmonic and emerging hip-hop and reggaeton artists to break down barriers that separate supposedly “elite” musical venues and Hispanic musical traditions.

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