|Brand||TYPHOON YOLANDA APPEAL|
|Product / Service||FUNDRAISING|
|Category||A05. Social for Mobile|
|Entrant||BBDO GUERRERO Makati City, THE PHILIPPINES|
|Entrant Company||BBDO GUERRERO Makati City, THE PHILIPPINES|
|Advertising Agency||BBDO GUERRERO Makati City, THE PHILIPPINES|
|David Guerrero||BBDO Guerrero||Chief Creative Officer/Copywriter|
|Cristina Tin Sanchez||BBDO Guerrero||Executive Creative Director/Copywriter|
|Asterio Gutierrez||BBDO Guerrero||Creative Director/Copywriter|
|Corey Cruz||BBDO Guerrero||Creative Director/Art Director|
|Isai Martinez||BBDO Guerrero||Art Director|
|Lauren Lim||BBDO Guerrero||Copywriter|
|Jo Aguilar||BBDO Guerrero||Art Director|
|Io Regalado||BBDO Guerrero||Art Director|
|Eboy Fernandez||BBDO Guerrero||Art Director|
|Val Villaflor||BBDO Guerrero||Art Director|
|Roshan Nandwani||BBDO Guerrero||Digital Group Account Director|
|Angelica Uy||BBDO Guerrero||Account Director|
|Karen Go||BBDO Guerrero||Group Account Director|
|Ethel Dino/Datario||BBDO Guerrero||Account Director|
We transformed the selfie into a selfless act by encouraging people to use their mobile cameras and post pictures of themselves in social networks but with their faces covered by a paper with a handwritten donation URL to Typhoon Haiyan survivors. As thousands donated their 'face space' for the cause, a power social mechanism was born.
#UNSELFIE: A SOCIAL MEDIA PHENOMENON: Within days of first appearance, the #unselfie was quickly picked up by online media. Starting with trade press like Ad Age, and quickly spreading to global news outlets like CNN, BBC, NPR, Cosmopolitan and the Huffington Post. It was taken up by leaders such as US Secretary of State John Kerry. Mashable.com featured the #unselfie as 'the next big thing' Gathering 131 million impressions in just three weeks. Thousands of users posted news of substantial donations to Unicef, the Red Cross and countless other charities under the #unselfie banner.
MAKING THE SELFIE UNSELFISH. When Typhoon Haiyan struck the Philippines, the devastation was unlike anything the world had seen. Everyone wanted to help. But they didn't know how. We needed to tell people in a way that was pervasive, cheap and fast. Selfies are more popular in the Philippines than any other country. But after the tragedy, they were quickly seen as inappropriate. So we looked for a way to make a selfie, unselfish. By posting a picture of yourself -- with your face covered by a paper showing a donation URL.