SONY X AURIA COLLABORATE FOR GOOD
Another collaboration this week’s comes from the launch of the Sony x Auria collection “Ecouterre”, which upcycles old wiring into summer travel & fashion accessories. It’s a very intriguing and surprising collaboration from the tech manufacturer, but when viewed in a wider context is part of a powerful and positive evolution of how brands are “doing good”. We are starting to see a move away from cynical “good” marketing, where the primary objective is awareness, perception change or even profit. Modern audiences see through this. The ups and downs of this year’s Cannes Lions is evidence of that. Instead, we are witnessing growing numbers of brands and organisations seeing a real problem and genuinely wanting to help solve it for the benefit of the world, through innovation, content and collaboration. Long may it continue.