OLYMPIC SHIRT FLAG

TitleOLYMPIC SHIRT FLAG
ClientP&G
Product / ServiceARIEL COLOR
EntrantACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Entrant Company ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES
Advertising Agency ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES

The Campaign

This campaign gave Filipinos a chance to be part of their country's colors at the 2012 London Olympics by donating a piece of their shirt, in any one of the colors of the national flag to create their country's actual flag. Thousands of cloth squares were cut from people's shirts (which we replaced with a patch), then washed with Ariel Color, then meticulously sewn together to form 12 Olympic-size Flags. The Philippine Olympic Team then proudly carried the flags during the Olympic ceremonies and throughout the games.

Success of the Campaign

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.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We called for donations from the public by creating online ads, posters, standees, flyers and on Facebook. Celebrities also joined in with endorsements in print, online and on radio.

Credits

Name Company Position
Martin Romuldez Ace Saatchi/Saatchi Pr
Dennis Obien Ace Saatchi/Saatchi Print Producer
Yahnee Mendoza Ace Saatchi/Saatchi Events Co-Ordinator
Louie Di Jnr Ace Saatchi/Saatchi Events Manager
Lou Santos/Crissy Ancheta Ace Saatchi/Saatchi Account Manager
Sheila Tiongco Ace Saatchi/Saatchi Digital Director
Gen Lizares Ace Saatchi/Saatchi Head Of Activation
Gino Caoile Ace Saatchi/Saatchi Art Director
Paw Berroya Ace Saatchi/Saatchi Copywriter
Paw Berroya Ace Saatchi/Saatchi Associate Creative Director
Trixie Diyco/Denise Tee Ace Saatchi/Saatchi Creative Director
Andrew Petch Ace Saatchi/Saatchi Executive Creative Director