P&G and Red Cross create ‘Aid couture’ in the Philippines

Aid couture

Cool but impractical

Procter & Gamble and the Red Cross of the Philippines have released a video to show its novel approach to raising support for natural disaster relief in the archipelago.

The charity collects tons of clothing through its aid program, but much of it is unusable or impractical. So P&G and agency Leo Burnett Manila repackaged the clothing as desirable fashion items – or ‘Aid couture’ – and sold it to raise funds to buy food and water.

Stylists were hired in to create fashionable ensembles out of the clothing, which was promoted through social media, press, posters and TV show features.

The campaign raised money to buy supplies for the Typhoon Haiyan relief effort.


Client: 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)


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