A collaboration between ACT Responsible and WARC
#1 Campaign: Assume That I Can for CoorDown by SMALL, USA
#1 Agency: Publicis Conseil
#1 Network: VML
#1 Brand: CoorDown
#1 Country: United States
ACT Good Report is a unique ranking showcasing the world’s most impactful use of creative communication to promote sustainability and social responsibility and raise awareness of significant social and environmental issues.
The report is compiled by ACT Responsible, the international non-profit association and largest source of the world’s best ads for social and environmental issues, in collaboration with WARC, the global marketing insights company, and publisher of the WARC Rankings.
The ACT Good Report ranking is produced by combining the results of the recently published WARC Creative 100, the global benchmark for creative excellence, with the performance of the campaigns in the ACT Collection’s annual program, including the ACT exhibition, the ACT Care Awards, the ACT Tributes (public vote), and the ACT database. There are no complicated criteria or categories, just great work for Good.
This year, a total of 1,134 campaigns produced by 752 agencies for 895 advertisers (non-profit, public sector, and commercial brands) across 84 markets were evaluated for this latest report.
Of the top 40 campaigns featured in The ACT Good Report 2025, 21 are for non-profits, 12 for commercial brands and seven for public sectors. A total of 39 agencies (33 are part of 21 networks and six are independent) across 21 markets are represented.
The best 25 agencies are made up of two independent and 23 networked agencies (from 15 different networks) covering a total of 12 markets. Of the best 20 networks, three are independent and 17 are owned by holding companies. The best ten advertisers include five non-profit, one is public sector and four for-profit.
ACT Good Report 2025 best ranked campaigns and companies promoting good are:
Campaigns
#1 Assume That I Can for CoorDown by SMALL, United States
#2 Dreamcaster for AB InBev – Michelob ULTRA by FCB New York, United States
#3 Call Glenn for Child Focus by VML Antwerp, Belgium
#4 At Second Glance for German Depression Aid Foundation by Grabarz & Partner, Germany
#5 Women’s Football for Orange by Marcel France
Agencies
#1 Publicis Conseil, France
#2 SMALL, United States
#3 Ogilvy, London
#4 FCB New York, United States
#5 Impact BBDO, United Arab Emirates
Networks
#1 WML
#2 Havas Group
#3 Publicis Worldwide
#4 FCB
#5 TBWA\Worldwide
Advertisers
#1 CoorDown
#2 AB InBev
#3 Child Focus
#4 German Depression Aid Foundation
#5 Renault
Countries
#1 United States
#2 France
#3 United Kingdom
#4 Germany
#5 Peru
Isa Kurata, ACT Responsible Co-founder, says: “The ACT Good Report pursues its mission of promoting, inspiring and uniting the advertising industry around social responsibility and sustainability. We truly believe that advertising has the power to educate, inform, and enact positive change. It must consistently serve as a catalyst for good and constructive influence. Collaborating with the WARC Rankings to produce the ACT Good Report is an honor, and we see it as a valuable resource for agencies to enhance their dedication to social and environmental effort.”
Anna Hamill, Senior Editor, WARC Creative and Strategic Partner, added: “Creativity as a force for positive change has never been more important. WARC is delighted to once again collaborate with Act Responsible to continue spotlighting the agencies, brands and NGOs that are creating breakthrough ideas that not only matter to society but can change behaviour.”
