1.
Brands that are doing great
are the ones that are doing good.

2.
“I want to tell you a little story. A week ago, I was at home writing this. I
have to say I was very nervous. First of all, it’s the first time that I give a
talk outside of America. Second, my native language is Spanish, so
speaking in public in English is a bit difficult for me. Finally, and most
importantly, is that I am from Puerto Rico, a very small island in the middle
of the Caribbean Sea, so I have to wonder why in the world would you
want to hear what I have to say. Anyway, I was staring at my computer,
but the TV was turned on and, suddenly, this came up.”

3.
[What's Your Problem? Sport Doesn't Care - Sochi 2014
Paralympic Winter Games]
by Samsung
http://youtu.be/k4_ce3OV7rg

4.
“After watching this commercial, I have to admit that I have no excuse to
be afraid. I have no excuse for not doing what seems hard or impossible.
None of us has an excuse for not using our talent to work for a better
society, of a better world. This Samsung commercial, one of the world’s
most valuable brands, is proof of what I want to say to you today:”

5.
Brands that are doing great
are the ones that are doing good.

6.
“While the media bombards us with negative news every hour, brands
can use their power to generate change.”

7.
“In fact, those same media outlets, as the brands they are too, have
started little by little to create content that highlights all the good that’s
happening in the world.”

8.
Humans are good by nature.

9.
“And that’s because humans are good by nature, and societies around
the world are increasingly making that good nature stand out. Last year
I was moved by the city of San Francisco. An entire city displayed an
astounding amount of goodness. Let’s see the film.”

10.
[Official Batkid Video]
by Make-A-Wish® Greater Bay Area
http://youtu.be/Gw3aWPxtpfE

11.
Brands that are doing great
are the ones that are doing good.
“That goodness in society is spreading all around the world.
That’s why we see, right here in the Middle East, that Alaa Wardi’s “No
Woman, No Drive” is a YouTube sensation with more than 11 million
views. “

12.
“Mother, Daughter, Doll”, a photography exhibition by Bushra Al
Mutawakel was a sensation at the New York Museum of Fine Arts.”

13.
“And “Wadjda”, directed by Haifaa Al-Mansour, has won many
international awards. There’s no doubt that we need to celebrate these
achievements.”

14.
“But what we must also ask ourselves is:…”

15.
“Why wasn’t “No Woman, No Drive” created for Ford? ”

16.
“I know why. Because women can’t drive in Saudi. But we still have to
push ourselves with the questions we ask.”

17.
“Or why couldn’t Wadjda have been a great story for Toys ‘R Us in the
Middle East?”

18.
“Researching for this talk, I found something said by a very successful
businessman from Dubai.
He said:
“We don’t need Corporate Social Responsibility or Marketing Social
Responsibility, or whatever the West wants to call it.”

19.
“We are doing it for God.”
I found this absolutely fascinating and very true. So much that I would
like to respectfully take it to a broader context to include any religion or
belief we may have.

20.
Let’s do it for love.
Like the famous Beatles song goes, All You Need is Love.
Love is definitely the engine that is not only capable to transform the
world but also the brands we represent. We have the duty to help build
societies that foster love. And when I speak about love, I mean love in all
its forms. You can love your family, your friends, your country, and even
those who don’t think like us.

21.
Brands that are doing great
are the ones that are doing good.

22.
“Some might tell me that brands could do this not for love, but for
money. And most of the time, that’s probably the case. But there’s no
doubt in my mind that helping to build societies based on love and
tolerance makes them fairer and more prosperous. You can love and
prosper. It’s a case of “the ends justify the means.” Brands should use
their power and fame to promote these things. We must look at brands
through the eyes of the consumers. So if consumers are increasingly
looking at life through all the good that it can bring, I invite you to do
the same”

23.
Look at the brands through
the eyes of love.

24.
[Coca-Cola Life – Ser Padres (Parenting)]
by Coca-Cola Life Argentina
http://youtu.be/-prOqP8AxAA

25.
“Wonderful story from Santo, Argentina. An excellent example on how
storytelling is always the best ally for love. Let me tell you a personal
story.”

26.
“19 years ago I became a father. Sebastian, my first child was born. As
you can imagine those months when you are expecting a son are the
most happy days of your life. Everything around you reminds you that
soon you will be blessed with a precious treasure. Parenthood, as the
last commercial showed, is full of challenges and beautiful things. In
my case, it was a lesson of perseverance and love right from the start.”

27.
“Sebastian is that beautiful kid
that you see in the picture and
he was born with cerebral palsy,
because of that he can’t walk
and all his motor skills are
compromised but the love that
this young man has for life and
for everybody it’s absolutely
amazing. For years I have been
trying to produce an idea to help
people understand Sebastian’s
condition and few years ago
something happened. My wife
wanted to run a very famous
race in Puerto Rico and she
wanted to do it pushing
Sebastian’s wheelchair. The
organizers denied my wife’s
petition so we decided to instead
do our own race. Let’s see the
full story.”

28.
[The Endless Race ]
by Centro María de los Ángeles & Ford
http://youtu.be/NS-g7Rt2Nck

29.
“Seeing through the eyes of the love I have for my son was the thing
that led me to believe that the Ford brand could easily adapt its
message to what my son wanted to achieve. The idea was to make the
race reach the most countries around the world. The life of my son and
of other children like him is an endless race and Ford precisely invites
everyone to go further. The combination couldn’t be better. The video
has bee seen in more than 77 countries and it’s incredible what the
video does for those who watch it.”

30.
The video has been seen in more than 77 countries and it’s incredible
what the video does for those who watch it. Please go to
endlessrace.com and share the video.

31.
“I was mentioning earlier the love that you could have for your country.
JWT Puerto Rico loves its country. At the agency we know that if we
don’t have a prosperous society, our business will suffer as well.
Curiously, three years ago, Banco Popular invited us to participate in a
pitch for its account and, in the research we made, we realized that the
bank loves Puerto Rico too. The bank and the country are a mirror
image. When the country does well, the bank performs better, and vice
versa. When we saw this, we didn’t hesitate for a second to
recommend something that they didn’t necessarily ask for but that we
knew it was crucial for them to do”

32.
[The Most Popular Song – Banco Popular]
by JWT San Juan
http://youtu.be/4vJTrB1VOFI

33.
“This campaign has become a worldwide hit and a case study for the
banking category. But, most importantly, it has helped the bank to
deepen its relationship with consumers and with the country. The bank
has kept creating large-scale, innovative efforts to communicate why is
it important that the country moves forward.”

34.
[The Race of a Country – Banco Popular]
by JWT San Juan
http://vimeo.com/64820447

35.
“And so great is the love that the bank feels for Puerto Rico that this
month it will launch a campaign in which, for the first time, a brand will
allocate all of its marketing and advertising budget, in fact 1.5 million
dollars, to the service of its consumers.”
“And you can say well that’s exactly what they have been doing with
the last two campaigns. Yeah, but this time when we say that the bank
will give their advertising money to their customers, we mean literally.”

36.
[Banco Popular Gives Away Its Advertising Budget]
by JWT San Juan
http://youtu.be/7nocdmXRzak?t=25m56s

37.
“Can you imagine small businesses that probably would never had the
money to advertise their products or services using TV, newspaper or
even radio… Well soon they will have that opportunity thanks to their
bank. Imagine the loyalty that the bank is creating with these
consumers and with the country. The next and last case study is one of
my favorites because presents two brands from the entertainment
world bringing to life fictional stories. It was done by JWT Sao Paulo
and I think is amazing.”

38.
[Superformula to Fight Cancer]
by JWT Sao Paolo
http://youtu.be/KC2y3s-MCMs

39.
Brands that are doing great
are the ones that are doing good.

40.
“Well friends I think it’s not rocket science what I’m saying. Real
successful brands are those ones who make successful the societies in
which they do business. ”

41.
“Let’s put love and brands to work together and please don’t forget to
love yourselves because the love and passion that each one of us has
for the ideas we produce everyday can really transform the world. ”

42.
Let’s do it for love.

43.
Gracias y Abrazo.