TY  - BOOK
AU  - Kolster, Thomas
TI  - Goodvertising : : creative advertising that cares 
SN  - 9780500516263
AV  - HF5823 .K65 2012
PY  - 2012///
CY  - London
PB  - Thames & Hudson
KW  - Advertising
KW  - Moral and ethical aspects
KW  - Commercial art
KW  - Technique
N1  - Includes bibliographical references and index; Transparency — Connection — Simplicity — Collaboration — Compassion — Creativity — Contagiousness — Generosity — Insight — Positivity — Commitment
N2  - Thought-provoking and innovative: responsible advertising by brands and charities worldwide, including Volkswagen, FIAT, Unilever, UNESCO, Greenpeace, Michelin, HP, and American Express.

Can advertising be a force for good? How can a brand use advertising to earn the trust of an audience? Demonstrating a brand’s corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicate the socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters―Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment―it both inspires through great work and explains the principles involved. Over ninety campaigns in a full array of media channels are featured, and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book provides a comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility. 400 color illustrations
ER  -