Thankyou, one of Australia’s original ethical consumer goods businesses, has challenged three other ethical brands – Dilmah, Karma Drinks and Humanitix – to a caring competition. The clever idea comes from Tightknit Studio, pitting four ethical businesses against one another to find out who can do the most good, only to prove that everyone wins when a business is built on care.
Who Cares Wins takes the spectacle, rivalry and tribalism of competition and points it at something altogether more positive. Across a series of high-intensity, unnecessarily competitive caring events, the four brands battle it out in everything from competitive rubbish collection and shading strangers with umbrellas to complimenting unsuspecting members of the public.
“In what can feel like an increasingly competitive and selfish world, caring for others is often seen as a form of weakness. Who Cares Wins looks to challenge that by turning competition into a force for good and caring into joyful entertainment,” stated Evan Roberts, co-founder and CCO of Tightknit Studio.
But winning an event doesn’t guarantee winning the competition. Playing out across social, earned and in-store, each brand brings its community into the contest, with supporters given the power to influence the result and help their team claim the title.
Roberts continues, “Thankyou was built on the power of its community – they famously helped get its first bottled water stocked in 7-Eleven – so it felt right that their vote shouldhave some serious power in deciding this too.”
Behind the competition is a bigger ambition: to reframe what it means to win.
“I’d like to thank all the competing brands for taking the time to join us in bringing some positivity and joy to the world,” stated Thankyou co-founder, Daniel Flynn. “I think it helps that we all share the same belief – when companies genuinely care, people get great products and communities get the support they need. It’s win, win, win. Ultimately, this campaign is aiming to reframe what it means to win. ”
Find out who cares most and what wins:
Credits
Client:Thankyou
Agency: Tightknit Studio
Production Company: Revolver
Media: Fourteen10
