| Title | OPERATION SMILEWICH |
| Brand | KRAFT PHILIPPINES |
| Product / Service | EDEN CHEESE |
| Category | B04. Public Service, Charity & Fund Raising |
| Entrant | JWT MANILA, THE PHILIPPINES |
| Entrant Company: | JWT MANILA, THE PHILIPPINES |
| DM/Advertising Agency: | JWT MANILA, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Dave Ferrer | JWT Manila | Executive Creative Director |
| Joe Dy | JWT Manila | CD / Copywriter |
| Katrina Encanto | JWT Manila | Art Director |
| RJ Alfonso | JWT Manila | Photographer |
| James Mendoza | JWT Manila | Final Artist |
| Carol Pe Benito | JWT Manila | Print Producer |
| Golda Roldan | JWT Manila | Client Service Director |
| Iea Nepomuceno | JWT Manila | Account Director |
| Anne Pagaduan | JWT Manila | Account Manager |
| Pam Garcia | JWT Manila | Head of Strat Planning |
When Typhoon Ketsana hit in the Philippines in September 2009, it left thousands of families homeless, stranded and isolated. While a lot of companies were helping by sending rations, Kraft Eden felt there was a great need to comfort the victims as well as feed them. To help them cope with hunger and depression, Kraft Eden Cheese teamed up with the Philippine National Red Cross to create Operation Smilewich.
Each Smilewich itself is integral to product usage at its most basic form, magnified and made more socially relevant in a manner that fulflls the brand promise of Goodness In Every Slice. Also, it allowed the market to express themselves creatively with a purpose. A unique charity experience, Smilewich essentially asked people to PAY (through donations) for their opportunity to WORK, and create some good in the form of the sandwiches and bags they were asked to make. They went home with NOTHING in hand other than a warm feeling. Yet they came in droves.
To help them cope with hunger and depression, Kraft Eden Cheese teamed up with the Philippine Red Cross to create Operation Smilewich. The mission was to send more than just food. The mission was to send hope. Smilewiches are cheese sandwiches packed in paper bags with personalized notes telling recipients that someone is looking out for them. The program called for people to come donate and design a Smilewich at a special event, which would be brought to a relief center. The effort was supported with viral videos, print campaigns, radio anouncements, posters and social network sites.
News of Operation Smilewich spread quickly, receiving attention in media and the blogosphere. Site exceeded 2,000 members in days, who actively spread the word. Most even created Smilewich avatars/icons of their own. Free media values equivalent to 1.5 million. Online presence and participation was the strongest ever for the brand. Turnout was tremendous resulting in thousands of Smilewiches, with more from overseas. The program is now being considered as a module for overseas adaptation, Most importantly, Smilewich achieved what it was created for: it brought a smile to the faces of those who needed it most.