AID COUTURE

Short List
TitleAID COUTURE
BrandPROCTER & GAMBLE
Product / ServiceARIEL & DOWNY PARFUM
CategoryA06. Use of Special Events And Stunt/Live Advertising
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/Art Director
Dino Cabrera Leo Burnett Manila Digital Creative Director/Art Director
Aimee Espiritu/Maui Reyes/Lexie Dy Leo Burnett Manila Copywriters
Ella Quiogue/Am Valdez/Stephanie Mangalindan/Dean Delos Santos/Ronie T. Villanue Leo Burnett Manila Art Directors
Lady Cajanding/May Dalisay/Stel Angeles/Jenna Adevoso/Keena Piedad/Marissa Abaya Leo Burnett Manila Agency 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
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.
Paulo Escanillas Music Composer/Arranger
Dindo Pangalanan/Elmer Pueblo/Che Katigbak Gelo67@yahoo.com Production Designers

Results and Effectiveness

Procter & Gamble and its brands Ariel and Downy gained massive mileage from the Aid Couture project. Total media value earned from print, digital, TV and radio broadcast amounted to PHP 10 million WITHOUT any actual media money spent. Aid Couture raised almost PHP 600,000 worth of life essentials from the repurposed clothes. These converted to 8,610 hot meals, 2,640 bottles of water, 255 medicine kits, 372 wound cleanser kits, 597 blanket and mat sets, 258 mosquito nets, 157 hygiene kits, and 375 food supply packs. All these were donated to Typhoon Haiyan survivors.

Creative Execution

Aid Couture aimed to convert inappropriate fashion to life essentials. Fashionable clothes were segregated from tons of Red Cross clothing donations. These were washed and made fresh again with Downy and Ariel. Top stylists curated these into fashionable collections. The process was featured in videos on the Aid Couture website. Infographics were created to communicate how these clothes converted into aid. These appeared in posters and on social media. Press kits inspired by first aid kits were sent to the media, which promoted the cause via print, TV and radio features. Celebrities also promoted Aid Couture. Each garment had a price tag with a life essential equivalent. The clothes were then sold boutique-style at a two-day fashion sale in a popular mall. A real-time sales tracker made every sale and conversion count, and announced it on site, on the website and social media. All media efforts were done pro bono.

Insights, Strategy and the Idea

P&G’s mantra ‘Touching lives, improving life’ had been every P&G TVC end tag. But as ad seconds are expensive, it has been shaved to accommodate brand propositions. Without this constant reminder, how can P&G further build an emotional connection with Filipinos? There was no real budget for this effort. So we looked at available resources—like their partnership with humanitarian organizations like 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 not suitable for calamity victims. A leather jacket is useless for a calamity survivor when the blazing sun is up again. What he needs is food and medicine. The Aid Couture project sought to convert inappropriate fashion to life essentials, targeting the upper- and middle-class. They appreciate fashion and willingly support charitable causes.