|Brand||PROCTER & GAMBLE|
|Product / Service||ARIEL & DOWNY PARFUM|
|Entrant||LEO BURNETT MANILA, THE PHILIPPINES|
|Entrant Company||LEO BURNETT MANILA, THE PHILIPPINES|
|Advertising Agency||LEO BURNETT MANILA, THE PHILIPPINES|
|Raoul Panes||Leo Burnett Manila||Chief Creative Officer/Copywriter|
|Dante Dizon||Leo Burnett Manila||Creative Director/Art Director|
|Stephanie Mangalindan||Leo Burnett Manila||Art Director|
|Lexie Dy||Leo Burnett Manila||Copywriters|
|Am Valdez||Leo Burnett Manila||Art Director|
|May Dalisay/Benjie Puno||Leo Burnett Manila||Agency Producers|
|Rusby Gonzales||Leo Burnett Manila||Final Artist|
|Sara Sarmiento||Leo Burnett Manila||Art Director|
|Onik Barbosa||Leo Burnett Manila||Regional Account Director|
|Chichay Matias||Leo Burnett Manila||Account Manager|
|Andy Rivera||Leo Burnett Manila||Account Executive|
We looked at organizations that P&G supports like the Philippine Red Cross. Discussions revealed that Red Cross warehouses are filled with donated clothes—about 18 tons yearly. A good number are fashionable pieces that are inappropriate for calamity victims. More than long gowns and leather jackets, survivors need food and other essentials. About 20 typhoons hit the Philippines yearly, leaving thousands of casualties. We needed a way to convert fashion into real aid. With numerous charitable organizations asking for donations year-round, the public can get jaded. We needed a compelling idea to spur people to action—without any media budget.
Procter & Gamble wanted to strengthen its bond with the Filipino consumer. Its brands are staples in a household. They are considered to be high performance brands: Ariel is the detergent that “makes clothes look like new” and Downy is the fabric conditioner that provides fine fragrances to clothes. They also cost more than lower quality competition. But more than these utilitarian benefits, there was an opportunity to heighten an emotional connection with the consumer. P&G should be seen as responsive to the needs of the times and the Filipino people.
Making discarded fashion pieces sellable again dovetailed with the benefits of Ariel and Downy making clothes fragrant and look like new. From large piles, fashion finds were set aside. Each piece was washed with Ariel and Downy. The country’s top stylists curated the clothes. The public needed to understand how these clothes turn into real aid. We created patterns by filling in the negative space between clothing items with a life essential and put these on posters. We placed them in malls to promote the sale and at the event to remind people of the cause.
In two days, Ariel Aid Couture raised almost Php 1,200,000 from clothes that would otherwise have been left rotting in Red Cross warehouses. The real-time sales tracker summarized this as amounting to 20,383 hot meals, 7,578 bottles of water, 1,123 medicine kits, 1,075 wound cleanser kits, 320 blanket and mat sets, 415 mosquito nets, 215 hygiene kits and 442 food supply packs. All these went to Typhoon Rammasun victims. Ariel Aid Couture will be happening again very soon to help save more lives.