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SXSW 2020

Brand Hijacking for Good: Ethics in Advertising

This panel will explore how brands can elevate their awareness by leaning into their competitors to champion social change. Brand hijacks are nothing new, but in 2019 they hit new heights.

Some for good;
Adidas ‘Billie Jean King-ing’ shoes from any brand at the US Open as part of Adidas’ effort to encourage young girls to stay in sports
Thomson Reuters’ Foundation hijacking the trend of ‘Unboxing’ to shed light on the scale and horror of modern-day forced labor
Columbia Journalism Review’s Fake News Stand, which raised awareness of misinformation ahead of the midterm elections

And others less so. Remeber The North Face’s Wikipedia hijack?
Session will also discuss the role of CSR for brands, and the need for brand-led social change to be presented authentically and creatively.

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Additional Supporting Materials


  1. This session will give practical tips on getting buy in from diverse and sometimes skeptical groups of stakeholders.
  2. Why embracing bravery is critical to a brand hijack for good.
  3. When brands should take a stand on a cause and when they shouldn’t.



Asheden Hill, Account Manager, TBWAChiatDay

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Level: Intermediate
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