Newman's Deal
Award: Shortlist
Shortlist / PR / B2B / 2023
Activista helped Newman's Own celebrate 40 years of 'giving it all away' by recreating Paul Newman’s original deal for Newman’s Own. For a limited time, people were given access to Paul Newman's likeness for them to use on a product, but with one important term: 100% of all associated profits must go to helping kids. By refusing to take a profit and choosing instead to donate it all to help others, the organisation continues Paul Newman's legacy 40 years later.