This document profiles 5 brand campaigns that were influenced by social conditions: 1) Nike's "Dream Crazier" campaign in response to Colin Kaepernick's protests of police brutality and racial inequality. 2) Ben & Jerry's "Change the Whirled" ice cream flavor to support Colin Kaepernick's work on police violence, systemic racism, and dismantling white supremacy. 3) Sprite's "Justice Remix'd" campaign on criminal justice reform and encouraging voting. 4) Cottonelle's "#ShareASquare" campaign during the pandemic to donate toilet paper and provide pandemic aid. 5) Gillette's "The Best Men Can Be" campaign during #Me

1. SOCIAL MOVEMENTS
AND THE BRAND STORY
WEEKLY #3
JAN 20 2021 | Rufaro Musvosvi
ADVE709-A02 | Prof. Gauri Misra-Deshpandei

2. TASK
Showcase 5 different campaign stories
that have been influenced by a social
condition at any given time. Include
screenshots and links to videos..
WEEKLY #3
JAN 20 2021 | Rufaro Musvosvi

3. JAN 20 2021 | Rufaro Musvosvi
Brand:
STORY 1
PROFILE
Background:
Campaign: Dream Crazier
The Dream Crazier campaign
came at a time when NFL
player Colin Kaepernick took a
knee rather than stand during
the national anthem as a way
to protest police brutality
especially against Black
people.
Social Condition: Police Brutality, Racial Inequality

4. JAN 20 2021 | Rufaro Musvosvi
STORY 1
PROFILE
Link to Ad: https://youtu.be/-grjIUWKoBA

5. JAN 20 2021 | Rufaro Musvosvi
Brand:
STORY 2
PROFILE
Background:
Campaign: Change the Whirled
The Change the Whirled
campaign was the introduction
of a new flavor of Ben and
Jerry's ice cream. The purpose
was to draw attention to the
work that Colin Kaepernick is
doing regarding police violence,
systemic racism and
dismantling white supremacy.
Social Condition: Police Violence, Systemic Racism,
White Supremacy

6. JAN 20 2021 | Rufaro Musvosvi
STORY 2
PROFILE
Link to ad: https://youtu.be/lXTaUMLASIM

7. JAN 20 2021 | Rufaro Musvosvi
Brand:
STORY 3
PROFILE
Background:
Campaign: Justice Remix'd
The Justice Remix'd campaign aims
to draw attention to criminal
justice reform by equipping the
public with information about mass
incarceration and how our elected
officials (especially local) play a
huge role in the reforming the
existing system. The campaign also
encourages people to vote.
Social Condition: Criminal Justice Reform

8. JAN 20 2021 | Rufaro Musvosvi
STORY 3
PROFILE
Link to ad: https://youtu.be/vz7ZU4_xvZM

9. JAN 20 2021 | Rufaro Musvosvi
Brand:
STORY 4
PROFILE
Background:
Campaign: #ShareASquare
Panic buying/hoarding during the
Coronavirus pandemic prompted
Cottonelle to partner with United Way
to create the #ShareASquare
campaign, assuring people that the
shelves would be restocked, and that
the brand would be donating to those in
need. For everyone who used the
#ShareASquare tag, the company
donated $1 in pandemic aid.
Social Condition: Coronavirus Pandemic

10. Link to Article:
https://www.unitedwayatlanta.org/2020/05/13/cottonelle-rolls-out-shareasquare-campaign-
delivers-toilet-paper-to-united-way/
JAN 20 2021 | Rufaro Musvosvi
STORY 4
PROFILE
Link to Ad: https://youtu.be/mwQ1metUv2o

11. JAN 20 2021 | Rufaro Musvosvi
Brand:
STORY 5
PROFILE
Background:
Campaign: The Best Men Can Be
The Best Men Can Be campaign was
released during the height of the
#MeToo movement and hoped to
spark discussion around sexual
harassment and toxic masculinity.
The campaign included a website
where visitors could read about
their commitment to doing their
part to improve the world.
Social Condition: #MeToo Movement, Sexual
Harassment, Toxic Masculinity

12. JAN 20 2021 | Rufaro Musvosvi
STORY 5
PROFILE
Link to ad: https://youtu.be/koPmuEyP3a0