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While industry commentators have long treated purpose and profit as mutually exclusive pursuits, progressive brands have continued to prove that purpose works for business.

Recently, we have seen more examples of brands embracing a more practical approach to purposeful advertising...

Xbox launched virtual ‘field trips’ to fuel children’s education, a first-of-its-kind learning module that reframes video games as educational tools, empowering kids to experience learning in a new and engaging way through playing video games. The campaign provided a practical output to its purpose driven campaign and was shortlisted at the prestigious Cannes Lions festival of creativity this summer.

Also taking home a win at Cannes this year, Publicis London’s campaign for Tork paper towels addresses the invisible barriers faced in workplace and public.

And in a new campaign for Malibu by Wieden+Kennedy, the brand partnered with The Royal Life Saving Society UK and GB diver Tom Daley to launch ‘Don’t Drink and Dive’ to raise awareness of the dangers of drinking alcohol in and around water.

Want to check out all of this year's topics? Download the full report below...