April 25, 2021 The Academy Awards changed several long-standing rules this year, but one tradition has firmly remained intact: the swag bag. For nearly 20 years, the 25 nominees for best actor, actress, and director receive a commercial cornucopia of products and vouchers for exotic trips and services from brands hoping for some celebrity media exposure. This year, the “Everybody Wins” package, true to pandemic custom, will be delivered to nominees via Postmates. Distinctive Assets Commercial cornucopia: “Everyone Wins” nominee gift bag Distinctive Assets, the Los Angeles-based product placement company that assembles the Oscar gift bags, says that they chose merchandise to evoke themes from the fraught pandemic year. “We did want the bags to feel like they had a bigger purpose than just, ‘here’s a bag full of free stuff,’” explained Lash Fary, the marketing firm’s founder, to Fortune. “All of the bags that we’ve been doing have been from female-owned businesses, Black-owned businesses, disabled entrepreneurs, and companies who give back—even ones that you wouldn’t necessarily think give back.”