Aid Couture

P&G turns clothing into a life-saving tool.

Sadly, we don’t live in a world where garments can feed, hydrate or cure disease. That wasn’t until P&G brands Ariel and Downy found a solution to transforming an abundance of clothing donations into life-giving essentials, such as food, water and medicine. After a monstrous typhoon hit the Philippines, the brands, along with Leo Burnett and the Red Cross, gathered and washed donated clothing and then held a massive pop-up sale for the finds in a popular mall. People could see exactly how many bottles of water or viles of medication a cashmere sweater (for example) is worth, just by looking at the tag, effectively solving both a social and environmental problem. Now that’s what we call a two-for-one sale.


Brand: Procter & Gamble Philippines, Ariel & Downy
Raffy Fajardo, Marketing Director
Mukta Maheshwari, Brand Manager
Creative Agency:  Leo Burnett Manila
Chief Creative Officer: Raoul Panes
Creative Director: Dante Dizon
Art director: Ella Quiogue, A.M. Valdez, Steph Mangalindan, Dean Delos Santos
Writer: Aimee Espiritu, Lexie Dy
Digital Team: Dino Cabrera, Maui Reyes, Fritz Valientes, Robert Perez, Jason Lorenzo, James Angeles, Carlo Dionisio, Meng Morales, Jarmaine Sotto
Client Servicing: Rodenick Barbosa, Chichay Matias, Andy Rivera
Activation Team: Stel Angeles, Jenna Adevoso, Keena Piedad
Production Team: Lady Cajanding (TV), May Dalisay (Print) and Rusby Gonzales (Print),  SAGA (Event)
Production house: Hub
Director/Photographer: Ben Chan
Exposure: Print, OOH, POS, DM, Digital, TV Feature (PR)