Brand Hijacking for Good: Authenticity in Advertising


Brand hijacks are nothing new, but in 2019 they hit new heights. Some for good: Adidas ‘Billie Jean King-ing’ shoes from any brand at the US Open as part of Adidas’ effort to encourage young girls to stay in sports, Thomson Reuters’ Foundation hijacking the trend of ‘Unboxing’ to shed light on the scale and horror of modern-day forced labor, and Columbia Journalism Review’s Fake News Stand, which raised awareness of misinformation ahead of the midterm elections. And others less so. Remember The North Face’s Wikipedia hijack? This session will discuss the role of CSR for brands, and the need for brand-led social change to be presented authentically and creatively.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Primary Entry: Platinum Badge, Interactive Badge
Secondary Entry: Music Badge, Film Badge
Format: Presentation
Event Type: Session
Level: Intermediate