Cannes Lions

MY COLOR, MY PRIDE

MEDIACOM PHILIPPINES, Taguig / PROCTER & GAMBLE / 2013

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Overview

Entries

Credits

Overview

Execution

We launched our search for the hardest-working Filipinos in four stages:

First, we created a unique color chart. Designed to signify the common uniform of each profession – soldiers in green, Red Cross workers in red, policemen in blue, street sweepers in yellow – these colors underpinned our message of wearing colors with pride.

Second, we launched Ariel Kulay Pinoy (My Color, My Pride) Awards. Approved by the Department of Trade and Industry, who were later present to oversee judging and selection of winners, this was more than just a branded contest.

Third, we called on Filipinos to name their No.1 worker. We stopped at nothing to find our hard working heroes, mixing our online content with coverage in the biggest TV news and entertainment shows.

Finally, we celebrated our winner – a courageous fire-fighter – turning his story into a mini-documentary and celebrating his pride in wearing his colours.

Outcome

We turned a cultural insight into a multi-dimensional message.

We delivered pride, emotional connection and engagement through the stories of Filipinos who were never 'only' anything.

We received hundreds of nominations, exceeding our benchmark by 49%.

Top of mind TV advertising awareness increased by 367%.

Total impressions topped 66m.

Key brand image scores such as 'helps prevent colour form fading' and 'keeps clothes looking new' are up by an average of 636%.

Value share is up by 181% and volume share up by 180%.

In-store sales are up by 185%.

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