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  • Surf Excel : "SURF EXCEL ECO-FRIENDLY GANAPATI- CONNECTING GOD WITH HIS CREATION" Promo / PR Ad  by Mindshare Mumbai Surf Excel : SURF EXCEL ECO-FRIENDLY GANAPATI- CONNECTING GOD WITH HIS CREATION
    Promo, Case study
    Unilever,
    Surf Excel , Mindshare Mumbai
    India
    SURF EXCEL ECO-FRIENDLY GANAPATI- CONNECTING GOD WITH HIS CREATION Unilever Surf Excel Mindshare Mumbai Advertiser: HINDUSTAN UNILEVER Agency: MINDSHARE Category: Charities, Public Health & Safety, Public Awareness Messages Manager: Radhika Radia (Mindshare) Manager: Deepa Raghuraman (Mindshare) Senior Director: Nilanjan Bhattacharya (Mindshare) Senior Director: Prasad Kajale (Mindshare) Senior Director: Rajesh Rao (Mindshare) Senior Director: Rekha Mahendra (Mindshare) Director: Saumya Agarwal (Mindshare) Execution While Plaster of Paris does not dissolve, clay does. The activation began with holding workshops for children across the state where they were encouraged to make eco-friendly clay idols. We conducted these workshops across 22 centers in 14 cities simultaneously, just one week before the festival.We educated children about environmental issues via on-campus pottery workshops at local schools. Children got their hands dirty and made their own Ganapati idols from clay. It was heart-warming to see mothers and their children teaming up to try this for the first time - and associate it with a festival they have grown up celebrating every year.We drew our audience’s attention to these workshops via multiple media platforms including call-for-participation advertisements and editorials. We used publications belonging to the largest regional media group (print and online), the local state news TV channel (which boasts over 20 million viewers), and the Surf Excel Facebook page (with a fan base of over 1 million). Effectiveness We replaced 10,000 insoluble idols with clay versions and inspired one million people to participate and contribute.Key brand health parameters:• ‘Help you do your bit for the environment’ : up from 44 to 53 points • ‘Understand that getting Dirty is a positive part of Life’ : up from 55 to 63 points • ‘Mother’s belief that kids develop best when they're free to get dirty’ : up from 53 to 62 points• We also generated over 72,000 Likes on Facebook for the event, with 2500 comment and 16,000 shares. Strategy The Indian state of Maharashtra celebrates one of India’s biggest annual festivals, ‘Ganapati Chaturthi,’with unbounded enthusiasm. People parade down the streets chanting and beating drums, shouldering large idols of the elephant God Ganapati: the remover of obstacles. The ritual involves the immersion of these idols in the sea - a way of seeing Him off on a pilgrimage. Unfortunately, worshippers were also seeing off a very important part of the environment as well. Over 600,000 idols made from non-biodegradable material were being immersed annually. These idols pollute the marine and cause environmental harm to human and marine life.Surf stepped in to clean up the mess: their “dirt is good” motto encourages kids to learn new things by getting down and dirty with the real world. Surf ...
  • Persil: "SURF" Outdoor Advert  by DLKW Lowe London Persil: SURF
    Outdoor
    Henkel AG & Co. KGaA,
    Persil, DLKW Lowe London
    United Kingdom
    SURF Henkel AG & Co. KGaA Persil DLKW Lowe London Advertiser: UNILEVER Agency: DLKW LOWE Category: Household Advertising campaign: SURF ...
  • Champion Infinity: "CHAMPION BOX" Design & Branding  by Tbwa\santiago Mangada Puno Champion Infinity: CHAMPION BOX
    Design & Branding
    PEERLESS PRODUCTS MANUFACTURING CORP.,
    Champion Infinity, Tbwa\santiago Mangada Puno
    Philippines
    ... DETERGENT Agency: TBWA\SANTIAGO MANGADA PUNO Chief Creative Officer/Executive Creative Director: Melvin Mangada (TBWA\Santiago Mangada Puno) Executive Creative Director/Copywriter: Marci Reyes (Tequila\Manila) Creative Director: Manuel Villafania (TBWA\Santiago Mangada Puno) Associate Creative Director: Denise Tee (TBWA\Santiago Mangada Puno) Art Director: Ryan Aquino (TBWA\Santiago Mangada Puno) Art Director: Paulina Page Ortega (TBWA\Santiago Mangada Puno) Print Producer: Dennis Carlos (TBWA\Santiago Mangada Puno) Account Supervisor: Katya Gozo (Tequila\Manila) Account Director: Jan Lorraine Cui (Tequila\Manila) Business Unit Director: Agnes Magallanes (Tequila\Manila) Media placement: Direct Mailing - Offices and Stores - March 22, 2012 Describe the brief from the client Champion has become the no.1 detergent in Metro Manila – beating giant brands like Tide and Surf. It has done this through ...
  • Surf Excel : "MAKE A DIFFERENCE" Promo / PR Ad  by OMD Mumbai Surf Excel : MAKE A DIFFERENCE
    Promo, Case study
    Unilever,
    Surf Excel , OMD Mumbai
    India
    ... Surf Excel OMD Mumbai Category: Best Use of Social Media Marketing Advertiser: HINDUSTAN UNILEVER Product/Service: SURF EXCEL Media Agency: OMD INDIA, Mumbai , INDIA Director: Pankaj Parihar (OMD) Group Head: Ashish Singh (OMD) Supervisor: Elton Dsouza (OMD) Creative Director: Ashwin Dutt (OMD) Media placement: Digital Campaign - Facebook - 1 Oct 2011 Insights, Strategy & the Idea India is a land of armchair activists– people who want to support a good cause, but won’t actively go around looking for ways to do so. Given an easy mechanism, they are willing to do their good deed for the day, mostly in small doses (money). Indian NGOs, on the other hand struggle to connect with these millions, and the economics of reaching out to so many of these ‘small’ donors is prohibitive. Surf Excel, the largest detergent brand in India, reaching out to millions of moms and kids daily. The objective: Take brand bonding to a deeper level. Extend the ‘dirt is good’ promise to a higher order. The idea: Bring together the needs of NGOs and armchair activists and provide a simple, accessible platform for the NGO to collect, and the armchair activist to give. THE SURF EXCEL MAKE A DIFFERENCE – LIKE & DONATE CAMPAIGN ON FACEBOOK Creative Execution The mechanism was simple. We created an official donation page on facebook. Just click the ‘LIKE’ button, and viola, your good deed for the day is done. For every ‘LIKE’ Surf Excel donated INR 11 worth of products to the NGO partners in the campaign. All the partner NGOs support underprivileged children. Additional interactive elements were added with people being able to display badges showing their support to the campaign on their profile pages. Audiences also commented, posted, liked, and shared, creating a big viral effect. Here was the simplest way to contribute to the betterment of children. Just LIKE & DONATE. The simple LIKE button on facebook became a powerful instrument of starting a big movement in society. Results and Effectiveness The online activity was an instant success with the audience 200,000 new fans added over 4 weeks leading to greater donations and more talk about our campaign. Donations worth INR 2,019,523 collected Campaign contributed to spontaneous awareness in the geography jumped up from 0% to 17%.. Total brand awareness jumped up by over 47% The campaign has made it to the coveted ‘Facebook Studio: Hall of Fame’. Surf ...
  • Award winner ad! Fabric Wash: "SURF EXCEL LITTLE BIG FILM MAKER" Outdoor Advert  by Mindshare Mumbai Surf Excel : SURF EXCEL LITTLE BIG FILM MAKER
    Outdoor, Case study
    Unilever,
    Surf Excel , Fabric Wash
    Mindshare Mumbai
    India
    SURF EXCEL LITTLE BIG FILM MAKER Unilever Surf Excel Fabric Wash Fabric Wash Mindshare Mumbai Type of entry: Product/Service Category: Consumer Products Advertiser: HINDUSTAN UNILEVER Product/Service: FABRIC WASH Agency: MINDSHARE Mumbai, INDIA Manager - The Exchange: Namita Vora (Mindshare) Manager - Invention: Sandeep Gonsalves (Mindshare) Partner Invention: Devendra Deshpande (Mindshare) Principle Partner: Hans Mathews (Mindshare) Leader - Team Unilever: Ravi Rao (Mindshare) Results and Effectiveness: The ‘little directors’ re-crafted Surf Excel’s success story - •Millward Brown tracking score on “Dirt is good” Equity measure improved by 14%. •Brand Appeal Scores improved by 33%. •An Ormax research on program perception proved - -82% of viewers thought the show was unique -72% children were inspired to become film makers •The TV series reached 58% of the Target Group in Tamil Nadu •323,000 people were reached via YouTube in 2 months, with 44,000 post views on Facebook within 12 days of activity. •Cinema association engaged 1.7 million captive viewers. Creative Execution: We partnered Star Vijay, one of the leading TV channels in Tamil Nadu. School contact programs reached 70,000 kids across 151 schools through press, magazines and radio. Children responded by penning 12,000 stories. 8 best stories were short-listed. Suhasini Mani Rathnam (leading Tamil actress) was roped in to anchor the show and celebrated film director A.R. Murugadoss to mentor the kids. Local famed directors joined the team to assist the children technically. The kids were the authority on all aspects – cast, location, costumes, background score, character etching and photography. A weekly series called Surf Excel’s Little Big Film Maker was created. Eight 3-minute short films were then telecast weekly. A YouTube channel http://www.youtube.com/surfexceldaagachehai was created to garner national popularity, and we collaborated with mainstream Hindi film - Chillar Party - for LBFM short-films to be aired just before the film across 432 screens in 25 cities across the country. Insights, Strategy and the Idea: The state of Tamil Nadu in India (contribution of 10% and 6% of Surf Excel and detergent category respectively) is a key market for Surf Excel. While brand recall stood at 99%, its “Dirt is good” proposition was losing relevance with the consumers. Given the low involvement nature of the category, scope to engage with consumers was limited. Surf Excel’s communication is skewed to the middle class Indian housewife who understands the importance of stains with respect to her child’s development. “Mothers take special pride when their children learn something new” Stemming from that insight, Surf ...
  • Surf: "Shadows" TV Commercial  by Bbh London Surf: Shadows
    TV & Cinema
    Unilever,
    Surf, Bbh London
    United Kingdom
    Surf Twilight Sensations: Shadows Unilever Surf Bbh London This is the TV commercial for new Surf Twilight Sensations. Shot entirely in camera, using theatrical shadow puppetry. Agency: BBH, London Creative Director: Marc Hatfield Creative Team: Kimberley Gill and Mareka Carter Illustrator: Kam Tang Typography : Alison Carmichael Agency Producer: Ruben Mercadal Production Company: Sonny, London Director: Guy Manwaring DP: Bruno Delbonnel Post-Production: Glassworks Editor: Mark Edinoff @ The Quarry Sound: Factory Sound Studios Music: Squeak E Clean, Los Angeles Surf ...
  • Surf Laundry Detergent: "Ladybird" Print Ad  by Lowe Bangkok Surf: Ladybird
    Print ads
    Unilever,
    Surf, Surf Laundry Detergent
    Lowe Bangkok
    Thailand
    Surf with fabric conditioner: Ladybird Unilever Surf Surf Laundry Detergent Surf Laundry Detergent Lowe Bangkok Client: Unilever Asia Private Limited Agency: Lowe Bangkok Creatives: Retoucher: Remix Bangkok Photographer: Anuchai Secharunputong & Nok Pipattungkul Executive Creative Director: Dominic Stallard & Clinton Manson Creative Director: Dominic Stallard & Clinton Manson Art Director: Chanwichit Khuyngern Art Director: scott hitchcock Art Director: Dominic Stallard Copywriter: Showtika Somjid Copywriter: Clinton Manson Producer: Nuch Lertviwatchai & Monrudee Aniwat Assistant Producer: Saronyod Kittikunwong Country: Thailand The softness of Surf ...
  • Surf Laundry Detergent: "Ants" Print Ad  by Lowe Bangkok Surf: Ants
    Print ads
    Unilever,
    Surf, Surf Laundry Detergent
    Lowe Bangkok
    Thailand
    Surf with fabric conditioner: Ants Unilever Surf Surf Laundry Detergent Surf Laundry Detergent Lowe Bangkok Client: Unilever Asia Private Limited Agency: Lowe Bangkok Creatives: Remix Bangkok (Retoucher) Anuchai Secharunputong & Nok Pipattungkul (Photographer) Dominic Stallard & Clinton Manson (Executive Creative Director) Dominic Stallard & Clinton Manson (Creative Director) Chanwichit Khuyngern (Art Director) scott hitchcock (Art Director) Dominic Stallard (Art Director) Showtika Somjid (Copywriter) Clinton Manson (Copywriter) Nuch Lertviwatchai & Monrudee Aniwat (Producer) Saronyod Kittikunwong (Assistant Producer) Country: Thailand The softness of Surf ...
  • Surf Laundry Detergent: "Bee" Print Ad  by Lowe Bangkok Surf: Bee
    Print ads
    Unilever,
    Surf, Surf Laundry Detergent
    Lowe Bangkok
    Thailand
    Surf with fabric conditioner: Bee Unilever Surf Surf Laundry Detergent Surf Laundry Detergent Lowe Bangkok Client: Unilever Asia Private Limited Agency: Lowe Bangkok Creatives: Remix Bangkok (Retoucher) Anuchai Secharunputong & Nok Pipattungkul (Photographer) Dominic Stallard & Clinton Manson (Executive Creative Director) Dominic Stallard & Clinton Manson (Creative Director) Chanwichit Khuyngern (Art Director) scott hitchcock (Art Director) Dominic Stallard (Art Director) Showtika Somjid (Copywriter) Clinton Manson (Copywriter) Nuch Lertviwatchai & Monrudee Aniwat (Producer) Saronyod Kittikunwong (Assistant Producer) Country: Thailand The softness of Surf ...
  • Surf With Fabric Conditioner: "BEE" Print Ad  by Lowe Bangkok Surf: BEE
    Print ads
    Unilever,
    Surf, Surf With Fabric Conditioner
    Lowe Bangkok
    Thailand
    BEE Unilever Surf Surf With Fabric Conditioner Surf With Fabric Conditioner Lowe Bangkok ...
  • Surf With Fabric Conditioner: "LADYBIRD" Print Ad  by Lowe Bangkok Surf: LADYBIRD
    Print ads
    Unilever,
    Surf, Surf With Fabric Conditioner
    Lowe Bangkok
    Thailand
    LADYBIRD Unilever Surf Surf With Fabric Conditioner Surf With Fabric Conditioner Lowe Bangkok ...
  • Surf With Fabric Conditioner: "ANTS" Print Ad  by Lowe Bangkok Surf: ANTS
    Print ads
    Unilever,
    Surf, Surf With Fabric Conditioner
    Lowe Bangkok
    Thailand
    ANTS Unilever Surf Surf With Fabric Conditioner Surf With Fabric Conditioner Lowe Bangkok ...
  • Surf With Fabric Conditioner: "BEE" Print Ad  by Lowe Bangkok Surf: BEE
    Print ads
    Unilever,
    Surf, Surf With Fabric Conditioner
    Lowe Bangkok
    Thailand
    BEE Unilever Surf Surf With Fabric Conditioner Surf With Fabric Conditioner Lowe Bangkok ...
  • Surf With Fabric Conditioner: "LADYBIRD" Print Ad  by Lowe Bangkok Surf: LADYBIRD
    Print ads
    Unilever,
    Surf, Surf With Fabric Conditioner
    Lowe Bangkok
    Thailand
    LADYBIRD Unilever Surf Surf With Fabric Conditioner Surf With Fabric Conditioner Lowe Bangkok ...
  • Surf: "Car" TV Commercial  by JWT Jakarta Indonesia Surf: Car
    TV & Cinema
    Unilever,
    Surf, JWT Jakarta Indonesia
    Indonesia
    Surf Detergent: Car Unilever Surf JWT Jakarta Indonesia Advertiser: Unilever Indonesia Brand: Surf Agency: JWT Jakarta Executive ...
  • Surf: "Duvet" TV Commercial  by Bbh London Surf: Duvet
    TV & Cinema
    Unilever,
    Surf, Bbh London
    United Kingdom
    Surf laundry: Duvet Unilever Surf Bbh London Agency: BBH, London Creatives: Dave Monk & Matt Waller Agency Producer: Ruben Mercadel Production Company: Sonny, London Producer: Alice Grant Director: Guy Manwaring Director of Photography: Nanu Segal Editor: Sam Sneade at Speade Surf Laundry - Journey Bartle Bogle Hegarty best reels Лучшие ролики Bartle Bogle Hegarty tv-spot ТВ-реклама Creativity Креативная лента Selection of most creative washing powder ads (Detergents ...
  • Surf Laundry Detergent: "DUVET" TV Commercial  by Bbh Surf: DUVET
    TV & Cinema
    Unilever,
    Surf, Surf Laundry Detergent
    Bbh
    United Kingdom
    DUVET Unilever Surf Surf Laundry Detergent Surf Laundry Detergent Bbh Company: BBH, UNITED KINGDOM, ...
  • Surf: "Surrender" Print Ad  by JWT Jakarta Indonesia Surf: Surrender
    Print ads
    Unilever,
    Surf, JWT Jakarta Indonesia
    Indonesia
    Surf: Surrender Unilever Surf JWT Jakarta Indonesia Really, really, ...
  • Surf: "HICCUP" TV Commercial  by Lowe Lintas Mumbai Surf: HICCUP
    TV & Cinema
    Unilever,
    Surf, Lowe Lintas Mumbai
    India
    HICCUP Unilever Surf Lowe Lintas Mumbai Company: LOWE, ...
  • Surf: "SPARKLING WHITE" Print Ad  by JWT Jakarta Indonesia Surf: SPARKLING WHITE
    Print ads
    Unilever,
    Surf, JWT Jakarta Indonesia
    Indonesia
    SPARKLING WHITE Unilever Surf JWT Jakarta Indonesia Company: JWT, ...
  • Surf: "SPARKLING WHITE" Outdoor Advert  by JWT Jakarta Indonesia Surf: SPARKLING WHITE
    Outdoor
    Unilever,
    Surf, Surf
    JWT Jakarta Indonesia
    Indonesia
    SPARKLING WHITE Unilever Surf Surf JWT Jakarta Indonesia Company: JWT, ...
  • Surf: "Nurse" Print Ad  by JWT Jakarta Indonesia Surf: Nurse
    Print ads
    Unilever,
    Surf, JWT Jakarta Indonesia
    Indonesia
    Surf: Nurse Unilever Surf JWT Jakarta Indonesia Advertising Agency: ...
  • Surf: "PRAYING" Outdoor Advert  by Ogilvy & Mather Manila Surf: PRAYING
    Outdoor
    Unilever,
    Surf, Ogilvy & Mather Manila
    Philippines
    PRAYING Unilever Surf Ogilvy & Mather Manila Company: OGILVY & ...
  • Surf Excel : "PUDDLE WAR" TV Commercial  by Lowe Lintas Mumbai Surf Excel : PUDDLE WAR
    TV & Cinema
    Unilever,
    Surf Excel , Lowe Lintas Mumbai
    India
    PUDDLE WAR Unilever Surf Excel Lowe Lintas Mumbai Company: ...
  • Surf: "KETCHUP" TV Commercial  by Bartle Bogle Hegarty Surf: KETCHUP
    TV & Cinema
    Unilever,
    Surf, Bartle Bogle Hegarty
    United Kingdom
    KETCHUP Unilever Surf Bartle Bogle Hegarty Company: BARTLE ...
  • Surf: "MOTHER" Print Ad  by Ogilvy & Mather Jakarta Surf: MOTHER
    Print ads
    Unilever,
    Surf, Ogilvy & Mather Jakarta
    Indonesia
    MOTHER Unilever Surf Ogilvy & Mather Jakarta Company: OGILVY & ...
  • Surf Powder Detergent: "SNORES" Radio ad  by Lowe Makati City Surf: SNORES
    Radio
    Unilever,
    Surf, Surf Powder Detergent
    Lowe Makati City
    Philippines
    ... Surf Surf Powder Detergent Surf Powder Detergent Lowe Makati City Advertising Agency: LOWE PHILIPPINES, THE PHILIPPINES Creative Director: Raul Castro (Vice President/Executive Creative Director) Scriptwriter: Francis Inton Agency Producer: Nelson Naungayan Account Supervisor: Niña Cruz Director: Mike Alcazaren Sound Engineer: Eric Adorable Script in English SFX: Snoring sounds MVO: If all sleepwear smell of Surf Christmas Pine... It's impossible not to feel the Christmas spirit! Surf Christmas Pine. Script in Orginal Language SFX: Snoring sounds MVO: Kung lahat ng damit pang-tulog ay may bango ng Surf Christmas Pine... gising lagi ang Christmas spirit sa puso ng lahat! Surf ...
  • Surf Powder Detergent: "CONSTRUCTION" Radio ad  by Lowe Makati City Surf: CONSTRUCTION
    Radio
    Unilever,
    Surf, Surf Powder Detergent
    Lowe Makati City
    Philippines
    ... Surf Surf Powder Detergent Surf Powder Detergent Lowe Makati City Advertising Agency: LOWE PHILIPPINES, THE PHILIPPINES Creative Director: Raul Castro (Vice President/Executive Creative Director) Scriptwriter: Francis Inton Agency Producer: Nelson Naungayan Account Supervisor: Niña Cruz Director: Mike Alcazaren Sound Engineer: Eric Adorable Script in English SFX: Construction site sounds - drilling, hammering etc. MVO: If all work clothes smell of Surf Christmas Pine... It's impossible not to feel the Christmas spirit! Surf Christmas Pine. Script in Orginal Language SFX: Construction site sounds - drilling, hammering etc. MVO: Kung lahat ng damit pang-trabaho ay may bango ng Surf Christmas Pine... baon mo lagi ang saya ng Christmas spirit! Surf ...
  • Surf Powder Detergent: "OFFICE" Radio ad  by Lowe Makati City Surf: OFFICE
    Radio
    Unilever,
    Surf, Surf Powder Detergent
    Lowe Makati City
    Philippines
    ... Surf Surf Powder Detergent Surf Powder Detergent Lowe Makati City Advertising Agency: LOWE PHILIPPINES, THE PHILIPPINES Creative Director: Raul Castro (Vice President/Executive Creative Director) Scriptwriter: Francis Inton Agency Producer: Nelson Naungayan Account Supervisor: Niña Cruz Director: Mike Alcazaren Sound Engineer: Eric Adorable Script in English SFX: Office environment - phones ringing, computer sounds, typing etc. MVO: If all office uniforms smell of Surf Christmas Pine.... It's impossible not to feel the Christmas spirit. Surf Christmas Pine. Script in Orginal Language SFX: Office environment - phones ringing, computer sounds, typing etc. MVO: Kung lahat ng damit pang-opisina ay may bango ng Surf Christmas Pine... di pwedeng 'di pumasok ang Christmas spirit! Surf ...
  • Surf: "NIGHT (Molto Washing Liquid)" Print Ad  by Ogilvy & Mather Jakarta Surf: NIGHT (Molto Washing Liquid)
    Print ads
    Unilever,
    Surf, Surf
    Ogilvy & Mather Jakarta
    Indonesia
    NIGHT (Molto Washing Liquid) Unilever Surf Surf Ogilvy & Mather Jakarta Company: OGILVY & ...
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