Ariel
Shirt Flag
Ariel Color, the laundry detergent that keeps colors more vibrant, wanted to demonstrate its benefit in a compelling way. We saw an opportunity to not only demonstrate the benefit of Ariel Color, but also raise support for the Philippine Olympic Team at the 2012 London Olympics. We gave Filipinos a chance to be part of our country’s colors at the 2012 London Olympics. All they had to do was donate a piece of their shirt, in any 1 of the 4 colors of the national flag to create our country’s actual flag. Thousands of cloth squares were cut from people’s shirts (which we replaced with an iron-on patch), then washed with Ariel Color to keep the colors looking vibrant. The cloth squares were then meticulously sewn together to form 12 Olympic-sized Philippine flags – all of which were given to the athletes representing the country.
Ariel Color, the laundry detergent that keeps colors more vibrant, wanted to demonstrate its benefit in a compelling way.
We saw an opportunity to not only demonstrate the benefit of Ariel Color, but also raise support for the Philippine Olympic Team at the 2012 London Olympics.
We gave Filipinos a chance to be part of our country’s colors at the 2012 London Olympics. All they had to do was donate a piece of their shirt, in any 1 of the 4 colors of the national flag to create our country’s actual flag.
Thousands of cloth squares were cut from people’s shirts (which we replaced with an iron-on patch), then washed with Ariel Color to keep the colors looking vibrant. The cloth squares were then meticulously sewn together to form 12 Olympic-sized Philippine flags – all of which were given to the athletes representing the country.
Result
The campaign brought in P50 million sales increase, reached over 4 million online users (combined coverage from Facebook/Twitter/Blogs), and generated P1.8 million worth of free media that reached 11 million Filipinos nationwide.