The grand prix outdoor in Cannes is a great example of how communication can actually deliver something more than it's own message. A billboard equipped with solar panels used to deliver power for the kitchens in a township school, feeding 1100 children in the process. I've yet to meet anyone who was not blown away by the idea. Head over to the winners' site and have a look at the movie that accompanied the entry.
Together with the grand prix for Dove in film it's a triumph for brands that dare to look beyond their own tiny set of values and equity, stand up for something and actually give something back to people.
More of this please.
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