1. The Little Deck of Banging Ads
A resource for advertising people (probably planners) for when they need to find examples of fucking good advertising for whatever reason
VOL 2 - brands acting with / like they’ve got a social conscience
@LucianTrestler

2. First up Dove.
Bit of a golden oldie but
non the less a case in point
that brands can stand for
something that makes the
world a better place. In this
case the campaign for real
beauty defines the whole
brand, others like innocent
believe in natural
ingredients for everyone…
@LucianTrestler

3. On that note… the king of the
innocent archetype. They pull the
innocent brand through
everything that they do. God is in
the details and the details make
the whole thing believable rather
than an affectation.
@LucianTrestler

4. I know Coke is a big evil
corporation but it still
desperately acts like a
sweet little brand that
just wants us all to be
happy. Key take out here
is that a very simple
brand mission – sharing
happiness – goes a long
way to convince people
you have a social
conscience.
@LucianTrestler

5. Be opportunistic. Ben &
Jerry’s never miss a chance
to jump on a bandwagon
that ties their values to real
events / movements /
current affairs. And do stuff
don’t just talk about doing
stuff.
@LucianTrestler

6. Probably one of the hardest (but most
genuine and powerful) ways of expressing
your social conscience is to use some form of
technical innovation to make the world a
better place. Whether it’s Honda making
diesel more environmentally friendly or Levi’s
saving water, we are left in no doubt that
these brands care enough to actually do
something about it. Failing technological
innovation you could always build a world-
improving social cause into your business
model like Toms.
@LucianTrestler

7. And finally talking of building a social conscience
into your business model there’s this year’s
Cannes darling Chipotle. They’ve shown us that a
brand which takes on it’s whole category in a
mission to revolutionise and purify it’s industry,
can very quickly become a national treasure.
@LucianTrestler

8. Thanks
Do get in touch with your thoughts
@LucianTrestler
Lucian.Trestler@gmail.com
@LucianTrestler