Work --Arnold Worldwide
Why it works:
This series of print ads is timeless. I think they could have even extend the campaign as far back as the ancient Greek and Romans. In my high school latin class we learned that gays were accepted and it was fairly common (if you were an older man) to have a younger gay lover. When did gays start to become hated on?
It is important that we (advertisers) take a moral stance for GLBT just as we would for other groups that have been stereotyped. The ad that said "It took 100 years for this to be considered a family portrait" is powerful because it reminds us that there is no "ideal" family portrait or mold. It's not the 50's anymore, we live in a progressive age. The more society is exposed to the new family portrait(s) the more accepting everyone will be. Here the advertising is being used as a tool to reflect our society. There are GLBT's and we, as an industry, are simply saying "We accept you".
I think "True North" works for brand development and marketing strategies, and is not so much a good way of addresing social causes. Instead, it's looking at people who have passions and highlighting them. The True North story that won was about a cafe where she served and helped the homeless. However, FritoLay did not come up with her idea. In a way, they sponsored, or showed her movie at the academy awards. I think it's a smart marketing move, but too broad of a subject matter and not directly tied to a specific social cause.