The Brief

Procter & Gamble wanted to demonstrate Ariel Color's benefit in a big and compelling way. And with this objective, we saw an opportunity to not only demonstrate the benefit of Ariel Color, but also to raise support from the Filipino people for the Philippine Olympic Team at the 2012 London Olympics.

Creative Execution

Ariel Color is a laundry detergent that keeps colors more vibrant and this campaign clearly demonstrated its benefit by keeping the color of the donated squares vibrant so it can be used to create the country's flag.

Describe the creative solution to the brief/objective.

We gave Filipinos a chance to be part of the their country's colors at the 2012 Olympics by donating a piece of their colored shirt to create the country's flag for the Olympics. Squares were cut from people's shirts (and replaced with a patch), washed with Ariel Color, then sewn together to form 12 Olympic-size Flags which the Philippine Team proudly carried throughout the Olympics. The projected response and desired outcome was to generate enough donations to create Olympic-size Flags for all 12 athletes and to rally nationwide support for the Philippine Olympic team.

Results

The campaign generated a P50 million sales increase, reached over 4 million online users (Facebook/ Twitter/ blogs) and was widely spread with P1.8 million worth of free media reaching 11 million Filipinos nationwide. It also raised support for the Philippine Olympic Team at the 2012 London Olympics.