Title | OLYMPIC SHIRT FLAG |
Brand | P&G |
Product / Service | ARIEL COLOR |
Entrant | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Entrant Company | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
Advertising Agency | ACE SAATCHI & SAATCHI Manila, THE PHILIPPINES |
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 |
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.
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.
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.