June 4, 2018 - CCI Entertainment and Art of Purpose are pleased to announce a new collaboration with authors Afdhel Aziz and Bobby Jones to produce a docu-series based on their best-selling book of the same name – “GOOD IS THE NEW COOL”.

The series will showcase a new wave of world changers; providing viewers with immersive access into their life and work, as they attempt to solve some of our world’s most urgent issues. From leading entrepreneurs and world-renowned artists, to game-changing designers and award-winning marketers, each episode will delve deep into their unique stories and one thing they all have in common, the desire and the courage to transform our world for the better.

“I am thrilled to be working with Mark, Afdhel and Bobby on this timely and aspirational series, that I know will attract a wide audience as millions of viewers desire to participate in changing the world for the better,” says CCI Entertainment’s Executive Producer Arnie Zipursky.

“Good Is The New Cool” is a growing movement of entrepreneurs, artists, brands and citizens, who believe in the power of “doing well by doing good”, says Mark Rubinstein, President of the social impact consultancy firm, Art of Purpose. “I am delighted to partner with Arnie, Bobbie and Afdhel to bring this best-selling book to television audiences around the world”.

“In this time of massive unrest, we believe creators and entrepreneurs are more important now than ever to reshape the beliefs, mindsets, and values that are the underpinnings for social change and action. We are passionate about creating content and experiences that enhance people’s lives and ignite their passion to help others,” says Afdhel Aziz, Co-Founder of Good is the New Cool.

“Storytelling is one of the most powerful ways to change the world, and we’re thrilled to go on a journey to find and share stories of some of the most inspiring people on the planet who are creating impactful change,”  says Bobby Jones, Co - Founder of Good is the New Cool.

About CCI ENTERTAINMENT - With over 30 years as one of Canada's leading independent production companies, CCI is a developer, packager, producer and executive producer of quality entertainment in all genres. Notable recent credits include the family-action film Undercover Grandpa (James Caan, Paul Sorvino, Jessica Walter, Lou Gossett Jr.), the award-winning documentary Sled Dogs (Whistler Film Festival - Best Documentary, Best Female Director), and the ensemble romantic comedy Another Kind of Wedding (Kathleen Turner, Frances Fisher, Jessica Pare, Kevin Zegers, Luke Kirby, Wallace Shawn) which is in theatres now.


About ART OF PURPOSE – The Art of Purpose is a social impact consultancy firm, founded by media and technology executive, Mark Rubinstein. The Art of Purpose works with businesses and brands to foster deeper engagement and authenticity with employees, customers and partners, through Purpose driven strategy and content.  Mark Rubinstein has also served as an Executive with several leading television and media companies including CHUM, Yahoo!, Alliance Atlantis and Keshet.


Good is the New Cool is a global movement for good, co-founded by Afdhel Aziz ( and Bobby Jones ( Afdhel is currently Founder and Chief Purpose Officer of Conspiracy of Love (, a brand purpose consultancy that works with Fortune 500 brands, start-ups and non-profits. Bobby is currently Chief Marketing and Communications Officer for Peace First (, a non-profit organization dedicated to helping young people around the world to become powerful peacemakers.

Following the publication of their best-selling book ‘Good is the New Cool: Market Like You Give a Damn’, Afdhel and Bobby have travelled the world speaking and collaborating with thousands of entrepreneurs, change-makers and citizens, all dedicated to the idea of creating a better world. For more information, visit

 Media Contact:  Marly Reed  /  416.583.2931  /

Mark Rubinstein