In a time where good causes and social responsibility are bigger than ever before, the association ACT Responsible is relaunching its brand with a modern new look to better promote its increased range of initiatives. To be revealed 27th May 2019 on its website and social media platforms.
Historically, ACT Responsible has been defined by its annual “Great Ads for Good” exhibition during the Cannes Lions International Festival of Creativity. While the exhibition is still a central part of ACT’s identity, today the association offers much more. ACT has worked over the past eighteen years to build a strong network of communication professionals who believe it is the industry’s responsibility to promote ethical issues and responsible practice in order to create a more equal, united and sustainable world. Today, ACT offers a collection of initiatives (see below) created in collaboration with experts. Used to promote ethical causes and raise awareness about important issues, this increased reach allows ACT to give these campaigns more exposure.
“Through this rebranding, we want to reaffirm that we are more than ever present, open and driven to promoting ethical advertising, shown through our new and strong logo. Our aim is to clarify and clearly establish our different initiatives. Now, in addition to the exhibition — which was previously embodied through our “meeting point” logo — we have, along with a committed partner, developed an ecosystem of initiatives that value good cause campaigns” said Isabel Kurata, co-founder in charge of development.
Seven different initiatives:
1 - The annual “Great Ads for Good” exhibition brings together the year’s best campaigns, exhibiting them at the Cannes Lions International Festival of Creativity.
2 - The Good Ads Gallery compiles 20,000 campaigns into a themed and searchable database created by AdForum.com.
3 - The ACT Tributes allows the public to get involved by voting for their favourite campaign, online and on-site during our Cannes exhibition.
responsible.org - act-responsible.org
4 - “One Minute of Responsibility”, created in collaboration with the TV channel Euronews, airs great one-minute cause-related ads to millions of viewers in over 155 countries.
5 -The Care Awards, created with The European Association Communications Agencies (EACA) and chaired by a member of the European Parliament.
6 - The Good Report is a ranking of the world’s best use of creative communications to promote sustainability and social responsibility, made in collaboration with Warc Rankings.
7 - MyACT is a daily show created with Pascal Cübb, highlights the role, commitment and responsibility of advertisers.
“The exhibition remains the backbone of our work. Our various initiatives offer campaigns additional promotion, allowing them to reach a wider audience. I believe that creativity has the power to
transcend social, cultural and generational boundaries, triggering awareness and action which helps us to build a better world” Sophie Guérinet, co-founder in charge of content.
The rebranding was achieved thanks to a voluntarily group of fifth-year students from digital & communication design department of the e-artsup Graphic Design School. Twelve students, supervised by Raphaël Thomas, developed the project for six months on the complete re-branding including the creation of logos and graphic chart, videos and animations, a launching campaigns and a website, to offer to the association a new skin.