GLOBAL — Aid Couture: Preloved Clothing Sale by Leo Burnett Manila, a campaign in partnership with Philippine Red Cross, Ariel and Downy bagged five AME awards.
The campaign won a Platinum Trophy, Green Award, and Gold Medallion for the use of discipline competition and low-budget category (<$100,000USD), Silver Medallion for the corporate image category and Bronze Medallion for the public relations category.
Aid Couture is a preloved clothing sale project that aimed to sell the surplus of donated clothes that the Philippine Red Cross receive every year to raise funds for food and other essentials that typhoon victims need.
All the clothes were washed with Ariel detergent and Downy fabric conditioner in a central laundry station. Top stylists got together to create fashionable outfits using the donated clothes and promoted these through social media, press, posters and TV show features.
The sale raised almost P600,000. The real-time purchase converter summarised 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 which were all provided to Super Typhoon Haiyan victims.
The AME Awards for advertising and marketing effectiveness was founded in 1994. It honors work that demonstrates ground-breaking solutions to challenging marketing problems. Winning campaigns address a challenge in the marketplace, utilize outstanding creative elements, and incorporate a thorough marketing plan to deliver a successful execution.
The Grandy Jury is comprised of top interactive and multidisciplinary marketers, media planners, strategy directors, social media experts, and creative directors from all over the world.
