AID COUTURE

TitleAID COUTURE
BrandPROCTER & GAMBLE
Product / ServiceARIEL & DOWNY PARFUM
CategoryA03. Ambient media: large scale
EntrantLEO BURNETT MANILA, THE PHILIPPINES
Entrant Company LEO BURNETT MANILA, THE PHILIPPINES
Advertising Agency LEO BURNETT MANILA, THE PHILIPPINES
Production Company SAGA EVENTS Manila, THE PHILIPPINES

Credits

Name Company Position
Raoul S. Panes Leo Burnett Manila Chief Creative Officer/Copywriter
Dante Dizon Leo Burnett Manila Creative Director
Dino Cabrera Leo Burnett Manila Digital Creative Director/Art Director
Aimee Espiritu/Maui Reyes/Lexie Dy Leo Burnett Manila Copywriters
Dante Dizon/Ella Quiogue/Am Valdez/Stephanie Mangalindan/Dean Delos Santos/Ronie Leo Burnett Manila Art Directors
Lady Cajanding/May Dalisay/Stel Angeles/Jenna Adevoso/Keena Piedad/Marissa Abaya Leo Burnett Manila Producers
Rusby Gonzales Leo Burnett Manila Final Artist
Meng Morales Leo Burnett Manila Digital Project Manager/Social Media Manager
Carlo Dionisio Leo Burnett Manila Head Of Channels
Jarmaine Sotto Leo Burnett Manila Community Manager
Ben Chan Photographer
Am Valdez Leo Burnett Manila Illustrator
Jason Lorenzo/Fritz Valientes Leo Burnett Manila Designers
Onik Barbosa/Chichay Matias/Andy Rivera Leo Burnett Manila Accounts
Saga Productions Production House
Soundesign Inc. Audio House
Paulo Escanillas Music Composer/Arranger
Dindo Pangalanan/Elmer Pueblo/Che Katigbak Production Designers

The Brief

P&G wanted to strengthen the emotional connection of its brands Ariel and Downy with consumers. With no real budget, we looked at available resources—like P&G’s partnership with the Red Cross. About 20 typhoons hit the Philippines yearly, leaving thousands of casualties. And each year, the Red Cross receives 18 tons of donated clothes. A good number are fashionable pieces like leather jackets and party dresses not suitable for calamity victims. What’s needed are food and medicine. Aid Couture sought to convert inappropriate fashion to life essentials, targeting the upper- and middle-class who appreciate fashion and support charitable causes.

Creative Execution

Aid Couture came from the idea that one man’s trash is another man’s treasure. The piles of clothes stored in the Red Cross warehouses seemed worthless, but they could be valuable to others, like people who loved to shop and appreciated good value. Before selling the clothes, these had to be repurposed as desirable fashion pieces. P&G helped make this happen, with the promises of Ariel to make clothes look like new and Downy to give fine fragrances to clothes. With proceeds going to Typhoon Haiyan victims, Aid Couture reinforced P&G’s commitment to truly touching Filipino lives.

Describe the creative solution to the brief/objective.

These clothes could be worth more when sold. Fashion finds were set aside and washed with Ariel and Downy. Top stylists curated the clothes into fashionable collections. We spread the word across various media platforms. Infographics were created to communicate how buying these clothes converted into aid. The repurposed clothes were sold at the Aid Couture pop-up store in the middle of a busy mall. Price tags and receipts showed life essential equivalents. The real-time sales tracker announced every purchase’s conversion to aid on-site and online.

Results

With several charitable organizations asking for donations year-round, Filipinos are already inundated with causes. Aid Couture gave them a fun way to help those in need—shopping without the guilt. About 120,000 people witnessed the two-day sale, where almost Php 600,000 worth of aid for Typhoon Haiyan victims was raised—from zero investment on donated clothes. P&G earned a total media value of nearly Php 10 million—without any actual media money spent. With the event staged eight days after Typhoon Haiyan, P&G was perceived as a company that was immediately responsive to the needs of the Filipinos.