Title | AID COUTURE |
Brand | PROCTER & GAMBLE |
Product / Service | ARIEL & DOWNY PARFUM |
Category | A01. Creative Effectiveness |
Entrant | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
Entrant Company | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
Advertising Agency | LEO BURNETT GROUP MANILA, THE PHILIPPINES |
Production Company | SAGA EVENTS Manila, THE PHILIPPINES |
Name | Company | Position |
---|---|---|
Raoul Panes | Leo Burnett Group Manila | Chief Creative Director, Copywriter |
Dante Dizon | Leo Burnett Group Manila | Creative Director, Art Director |
Dino Cabrera | Leo Burnett Group Manila | Digital Creative Director, Digital Art Director |
Aimee Espiritu/Maui Reyes/Lexie Dy | Leo Burnett Group Manila | Copywriters |
Dante Dizon/Ella Quiogue/Am Valdez/Stephanie Mangalindan/Dean Delos Santos | Leo Burnett Group Manila | Art Directors |
Lady Cajanding/May Dalisay/Stel Angeles/Jenna Adevoso/Keena Piedad/Marissa Abaya | Leo Burnett Group Manila | Agency Producers |
Rusby Gonzales | Leo Burnett Group Manila | Final Artist |
Meng Morales | Leo Burnett Group Manila | Digital Project Manager/Social Media Manager |
Carlo Dionisio | Leo Burnett Group Manila | Head Channels |
Jarmaine Sotto | Leo Burnett Group Manila | Community Manager |
Fritz Valientes/Jason Lorenzo | Leo Burnett Group Manila | Designers |
Ben Chan | Blacksheep Manila | Photographer |
Onik Barbosa | Leo Burnett Group Manila | Regional Account Director |
Chichay Matias | Leo Burnett Group Manila | Account Manager |
Saga Events | Saga Events Company | Events Company |
Paolo Escanillas | Soundesign Inc. | Music Composer/Arranger |
Dindo Pangalanan/Elmer Pueblo | Production Designers | |
Fritz Valientes/Robert Perez/Ronie T. Villanueva | Leo Burnett Group Manila | Digital Art Director |
Andy Rivera | Leo Burnett Group Manila | Account Executive |
Soundesign | Soundesign Inc. | Audio Production |
About 20 typhoons hit the Philippines yearly, leaving thousands of casualties. And each year, the Red Cross receives 18 tons of donated clothes. But a good number are inappropriate for the everyday wear of calamity victims. These clothes could be worth more when sold. Procter & Gamble, with its laundry brands Ariel and Downy, in partnership with the Red Cross, sought to turn them into life essentials for calamity victims through Aid Couture. The clothes were meticulously sorted, washed with Ariel and Downy, and styled by the country’s top fashion personalities. The Aid Couture clothing sales were promoted across various media platforms. At the Aid Couture pop-up stores, design details spoke of aid. Price tags and receipts showed life essential equivalents. There was a real-time sales tracker on-site and online. From zero investment on clothes that otherwise would’ve been left rotting in Red Cross warehouses, Aid Couture cumulatively raised almost Php 1.8 million (approximately US$ 40,000) worth of aid during its first run on November 16-17, 2013 and a second one on August 2-3, 2014. The real-time sales tracker summarized this as amounting to 28,993 hot meals, 10,218 bottles of water, 1,378 medicine kits, 1,447 wound cleanser kits, 917 blanket and mat sets, 673 mosquito nets, 372 hygiene kits, and 817 food supply packs. All these were donated to the survivors of Typhoon Haiyan and other calamities. Based on computations by Campaigns PR Inc. (CAPRI), P&G earned a total media value of about Php 27 million pesos (approximately US$ 600,000)—without any actual media money spent. This included values from print, broadcast, online articles and social media. The campaign also earned a total of 1,614,164,180 impressions. Most importantly, Aid Couture provided a long-term solution for clothes deemed unsuitable for distribution during relief operations. Such program between P&G and the Philippine Red Cross allows both parties to continue responding to the needs of the Filipino people. Recently, other companies have reached out to P&G expressing their desire to join in future stagings of Aid Couture. The Red Cross is also considering staging Aid Couture in other countries as well.