In September 2010 TED launched the “Ads Worth Spreading Challenge.” TED’s curator, Chris Anderson, explained that the objective was “to seek how to reverse the trend of ads being aggressively forced on users,” and “to nurture ads so good you choose to watch – and share” in order to amplify passionate thinking.
Last March, they unveiled ten winners from more than 1,000 submissions. Winners fell into categories including Infectiously Compelling, Industry Impact, Talk, and Social Good. Companies and institutions like Nike and the Savory Institute captivated the judges with their compelling initiatives and communication.
While watching the winners, a variety of thoughts ran through my head. One of these was that this series of ads demonstrated that greatness can be achieved by understanding that we are part of something bigger than ourselves. The winning ads represent the best execution of economic and social value by design. This advertising has allowed corporations, institutions, and users to be part of the same conversation.
I invite you to watch the winners, to enjoy the diversity of initiatives enhanced by creative thinking, and to be inspired.
