NURTURE NATURE

Short List
TitleNURTURE NATURE
ClientUNILEVER PHILIPPINES
Product / ServiceDEODORANT
CategoryC04. Community Applications
EntrantOGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Entrant Company:OGILVYONE WORLDWIDE Manila, THE PHILIPPINES
Advertising/Web Design Agency:OGILVYONE WORLDWIDE Manila, THE PHILIPPINES

Brief Explanation

The challenge: Launch Rexona Naturals and establish its close ties with nature, even though deodorants are famous for unnatural chemicals. We injected nature into an equally unnatural space: the internet. Nurture Nature is the first Facebook application to let users grow real plants via computer, without simulation/pre-recorded videos. Users could click actions like “water”, “fertilize”, “play music”, and the live, real-time feed would show a gardener executing the commands. In one month, the app was viewed 687 hours, an equivalent of 15s TVC being viewed 164,880x. By getting blogged and tweeted about, even internationally, it generated earned media worth USD57,000.

Credits

Name Company Position
Dino Ocampo OgilvyOne Worldwide Manila Creative Director
Bonnie Doroy OgilvyOne Worldwide Manila Associate Creative Director
Pocoy Calvento OgilvyOne Worldwide Manila Art Director
Mick Enrique OgilvyOne Worldwide Manila Senior Art Director
Aithne Lao Programmer
Gelo Guerrero OgilvyOne Worldwide Manila Business Director
Mika Jamias Account Executive
Stephen Lee Forthmedia Programmer
Peach Natividad OgilvyOne Worldwide Manila Digital Production & Media Manager