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In our complex, hyper-connected and fast-changing world where media, marketing and technology converge and mingle more every day, you don’t have to create “genius” campaigns in order to cut through the clutter. But if you do, it sure helps. Which brings us to Adweek’s fifth annual Project Isaac Awards, a celebration of novel notions that obliterate boundaries and exceed expectations to bolster brands and, in some cases, advance social causes close to their creators’ hearts.
This year’s Gravity Award winner, DigitasLBi’s “Care Counts” initiative for Whirlpool, seems especially apropos and genre bending, “promoting” washers and dryers in the best way possible: donating them to school systems so that disadvantaged kids can have clean clothes and stop cutting class.
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