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Juan Alonso Torres, Non-Alcoholic Beverages Director in ABInBev shares the parameters brand have to take to have campaigns with a positive social impact
In today’s world, companies around the world are focusing their efforts in creating positive impact towards society and their environment, in this sense, they have migrated their attention from the development of commercial tactics to strategies that involve the essence of their consumers and their current problems: most of the time through emotional links that are oriented to achieve a change in societies behaviour.
According to Jim Stengel, CEO of The Jim Stengel Company , organisation that works with companies based on ideals, marketing with social purpose looks to “define what a company does, beyond making money, and how to improve your clients lives”. In order to understand a little bit more, Juan Alonso Torres, Non-Alcoholic Beverages Director in ABInBev, shares the paramet
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Leading beverage Pony Malta and MullenLowe SSP3 has brought schools to the one place that is still open as many children across Colombia continue to lose access to education
The pandemic and its subsequent lockdowns have brought a myriad of changes to people in every corner of the world. In Colombia, the shift to online learning has seen more than 200,000 students drop out of school as they have limited access to technology.
With many schools still closed due to the pandemic, Pony Malta, one of the leading beverages among teens in Colombia, found a way to make education more accessible. Along with their creative agency, MullenLowe SSP3, Pony Malta has created Pony Vital School Center, to bring education to the one place that is still open: malls. The school has been set up in the Paseo Villa del Rio Shopping Center, with students aged 6-12 able to attend four classes a day for reading and writing, English, spelling and scientific thinking.
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The campaign from MullenLowe SSP3 uses on Instagram Reels or TikTok and follows the success of #SheSpeaks, launched for International Day of the Girl in October 2020
On International Women’s Day, Pony Malta, one of the leading beverages among teens in Colombia, and MullenLowe SSP3 have launched #GirlsSpeak to share powerful messages from young girls across Latin America.
The campaign follows the success of #SheSpeaks, an initiative that encouraged girls to share messages from over 100 inspiring women including Michelle Obama, Christina Koch, Malala Yousafzi, Ladi Gaga, Megan Rapinoe and the late Ruth Bader Ginsburg using one of the most popular features on TikTok, dubbing.