BUKID

TitleBUKID
BrandPROCTER & GAMBLE
Product / ServiceP&G 75TH ANNIVERSARY
CategoryB03. Corporate Reputation
EntrantCAMPAIGNS & GREY Makati City, THE PHILIPPINES
Entrant Company:CAMPAIGNS & GREY Makati City, THE PHILIPPINES
PR/Advertising Agency:CAMPAIGNS & GREY Makati City, THE PHILIPPINES

Credits

Name Company Position
Ompong Remigio Campaigns & Grey Chief Creative Officer
Mel Aguinaldo Campaigns & Grey Associate Creative Director
Rizzo Tangan Campaigns & Grey Copywriter
Eres Aspi, Baba Escueta, Christina Melchor Campaigns & Grey Account Managers
Gredge Salvador Campaigns & Grey Computer Artist
Peck Imson Campaigns & Grey Photographer
Emil Cruz Campaigns & Grey Production Manager

The Campaign

Challenge: Help instill renewed pride among P&G Philippines’ employees for having been part of “improving the lives of Filipino families” (their corporate slogan) since 1935 – as part of their 75th anniversary celebration. Strategy: Launch the 75th Anniversary Museum that showcases the rich history of the company in the Philippines during the Grand Reunion of all past and present P&G employees. Execution: To build awareness for this museum, an exhibit of revisionist works by Fernando Amorsolo - the Philippines’ National Artist for Painting, and the country’s version of Norman Rockwell, whose decades-long fame is based on his idealized depictions of the Filipino family - was prominently displayed in all P&G Philippines’ offices. The twist? P&G products were inserted in each of these paintings by carefully copying Amorsolo’s trademark brush strokes. For example, in the scene of women doing laundry, we painted in Tide detergent powder, Amorsolo-style. Outcome: Over 750 alumni and employees attended the Grand Reunion – its biggest celebration to date. The 75th Anniversary Museum successfully brought back memories from the oldest alumni and showcased the rich history of P&G Philippines. As a result, pride in the company is higher versus year ago based on an internal survey conducted.

The Brief

This internal campaign aimed to drive awareness and instill pride among employees for their company’s 75-year heritage and rich contributions to the country.

Results

The internal campaign yielded positive results for the company. As a result, pride in the company is higher versus year ago based on an internal survey conducted. The Grand Reunion was the largest P&G Philippines’ alumni celebration to date: over 750 alumni and employees attended it. Among those present were the global CEO of P&G, Mr. Robert McDonald, who served as general manager of P&G Philippines from 1994-1996, and the President of the Philippines himself. The 75th Anniversary Museum successfully brought back memories from the oldest alumni and showcased the rich history of the company in the Philippines.

Execution

Planning of the museum took one year of research and pre-work, including months of museum design development, gathering and cataloguing memorabilia, screening of vintage TV commercials, and hundreds of man hours for museum construction. The company acquired rights from National Artist Fernando Amorsolo’s family to reproduce three iconic paintings with Downy, Ariel, Pampers and Joy integrated in the paintings. These revisionist paintings were prominently displayed in all P&G Philippine offices for a month and a half to help launch the 75th Anniversary Museum. Finally, the museum was launched during the 75th anniversary grand reunion of all past and present P&G Philippines’ employees, which was held last 16 January 2011, at the Westin Philippine Plaza.

The Situation

As is what usually happens to a highly successful company, the larger it becomes, the higher the risk for its employees to lose sight of their main vision: that what they are doing is truly noble and benefits the larger good.

The Strategy

By inserting P&G products within the works of renowned Filipino National Artist Fernando Amorsolo, who for decades has been famous for his idealized and noble depictions of the Filipino family and who is a great source of pride himself, we aimed to make P&G employees realize how much they have been a part of “touching and improving Filipino lives” (their corporate slogan) for the past 75 years.