Awards » The CUP - Asia Pacific AdFest » Asia Pacific Advertising Festival (AdFest) 2014

Asia Pacific Advertising Festival (AdFest) 2014

Award Type: Advertising Awards

1537 Town in Town 3/1 Srivara Road, Plubpla Wangthonglang Bangkok 10310

Website: http://www.adfest.com/
Email: Kem@ADFEST.com
Phone: +66 2 530 9300

Founded in 1988, ADFEST is an annual advertising festival celebrating and raising the standard of creativity.

And for the first time, ADFEST will also accept entries from the Middle East to further embrace the cultural diversity and richness in Asia.

ADFEST is a platform designed not only to promote and recognize creative excellence, but also provides a unique learning opportunity for participants through seeing the best works, listening to inspiring speakers, and exchanging ideas.

ADFEST embraces and celebrates local culture and heritage. With the rich history of heritage and legacy, ADFEST aims for the recognition and preservation of such local value.

Asia Pacific Advertising Festival (AdFest) 2014 Silver winners

AID COUTURE 3

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Industry Washing powders & Detergents
Media Print, Magazine & Newspaper
Market Philippines
Agency Leo Burnett Manila
Chief Creative Officer Raoul S. Panes
Creative Director Dino Cabrera, Dante Dizon
Art Director Dante Dizon, Ella Quiogue, Am Valdez, Dean Delos Santos, Steph Mangalindan
Copywriter Raoul Panes, Aimee Espiritu, Maui Reyes
Photographer Ben Chan
Illustrator Am Valdez
Agency SAGA PRODUCTIONS
Illustrator Am Valdez
Released October 2013

Awards

Asia Pacific Advertising Festival (AdFest) 2014
PROMO LOTUS BEST INTEGRATED PROMO CAMPAIGN SILVER

Credits & Description

SUB CATEGORY : BEST INTEGRATED PROMO CAMPAIGN
COMPANY ENTERING : LEO BURNETT MANILA, MANILA
ENTRY TITLE : AID COUTURE
BRAND : ARIEL + DOWNY PARFUM
ADVERTISER : PROCTER & GAMBLE
PROMO/ADVERTISING AGENCY : LEO BURNETT MANILA, MANILA
CHIEF CREATIVE OFFICER : RAOUL S. PANES
CREATIVE DIRECTOR : DANTE DIZON/DINO CABRERA
COPYWRITER : RAOUL PANES/AIMEE ESPIRITU/MAUI REYES
ART DIRECTOR : DANTE DIZON/ELLA QUIOGUE/AM VALDEZ/STEPH MANGALINDAN/DEAN DELOS SANTOS
AGENCY PRODUCER : LADY CAJANDING/MAY DALISAY/STEL ANGELES/JENNA ADVOSO/
KEENA PIEDAD/MARISSA ABAYARI
PLANNER : CEY ENRIQUEZ
ACCOUNTS : ONIK BARBOSA/CHICHAY MATIAS/ANDY RIVERA
PRODUCTION COMPANY : SAGA PRODUCTIONS, MANILA
PHOTOGRAPHER : BEN CHAN
ILLUSTRATOR : AM VALDEZ
DESIGNER : FRITZ VALIENTES/JASON LORENZO
SOUND PRODUCTION COMPANY : SOUND DESIGN INC., MANILA
MUSIC COMPOSER : PAOLO ESCANILLAS
MUSIC ARRANGER : PAOLO ESCANILLAS
PRODUCTION DESIGNER : DINDO PANGALANAN/ELMER PUEBLO
THE BRIEF : AN AVERAGE OF 20 TYPHOONS HIT THE PHILIPPINES EVERY YEAR, LEAVING THOUSANDS OF CASUALTIES.AND EACH YEAR, THE PHILIPPINE NATIONAL RED CROSS RECEIVES 18 TONS OF DONATED CLOTHES. A GOOD NUMBER OF THESE ARE FASHIONABLE PIECES THAT MAY NOT BE APPROPRIATE FOR EVERYDAY WEAR OF CALAMITY VICTIMS. IN THE AFTERMATH OF A TYPHOON, WHEN THE HOT SUN IS UP AGAIN -- PEDRO IN A LEATHER JACKET OR MARIA IN A LONG GOWN BECOME ABSURD. FOOD AND OTHER ESSENTIALS ARE WHAT THE VICTIMS NEED.
THE SOLUTION : AID COUTURE STARTED WITH THE THOROUGH SORTING OF DONATED CLOTHES. FASHION FINDS WERE SEGREGATED. THEY WERE HAULED AND WASHED WITH ARIEL DETERGENT AND DOWNY FABRIC CONDITIONER IN A CENTRAL LAUNDRY STATION. TOP STYLISTS THEN CREATED STYLISH ENSEMBLES WHICH WERE PROMOTED THROUGH SOCIAL MEDIA, PRESS, POSTERS AND TV SHOW FEATURES. A XXX SQ-METER POP-UP STORE IN THE MIDDLE OF A BUSY MALL WAS SET UP. THE CAUSE WAS EVIDENT IN DESIGN DETAILS: DRESSING ROOMS WITH STRETCHERS AS DOORS, PRICE TAGS AND RECEIPTS WITH LIFE ESSENTIAL EQUIVALENTS. THE RESURRECTED FASHIONABLE CLOTHES WERE THEN DISPLAYED BOUTIQUE-STYLE IN A ONE-OF-A-KIND FASHION SALE.SO WE LOOKED FOR A WAY TO CONVERT FASHION TO FOOD, WATER AND MEDICINES.
THE RESULTS : IN TWO DAYS, AID COUTURE RAISED ALMOST 600,000 PESOS FROM CLOTHES THAT WOULD OTHERWISE HAVE BEEN LEFT ROTTING IN RED CROSS WAREHOUSES. THE REAL-TIME PURCHASE CONVERTER SUMMARIZED THIS AS AMOUNTING 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 PROVIDED TO SUPER TYPHOON HAIYAN VICTIMS. WITH THIS SUCCESS, AID COUTURE WILL HAPPEN MORE OFTEN VERY SOON. TO HELP SAVE MORE LIVES.