Jury president Jane Lin-Baden, CEO Publicis Groupe APAC, noted three trends in the entries this year. First, purpose moved beyond marketing spin – it wasn’t just ‘a session accessory’, but tied to the core of the business. Second, impact had to go deeper than comms, influencing the full ecosystem: supply chains, contracts, legal and commercial models. Third, the best work redefined the category itself, not just promoted a product.

Of the winner, she said: ‘It's very smart. It's using a systematic solution to tackle a systematic problem, and that’s using what the brand has and impacting the entire ecosystem. It also brings purpose very close to the core of business.’