Execution

Ariel Color, the laundry detergent that keeps colors more vibrant, wanted to demonstrate its benefit in a compelling way. We saw an opportunity to not only demonstrate our benefit, but also raise support for the Philippine Olympic Team at the 2012 London Olympics. We 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. Donation booths were set up malls, fashion boutiques and laundry stores. Thousands of cloth squares were cut from people’s shirts (which we replaced with a branded patch), then washed with Ariel Color, then meticulously sewn together to form 12 Olympic-size Flags, which we presented to the athletes at a media launch. The Philippine Olympic Team then proudly carried the flags during the Olympic ceremonies and throughout the games.