In October 2018, Unilever Southeast Asia was set to hold a 24-hour E-commerce shopping event on Lazada, the region's Amazon.com. Called 'Shop to Give,’ one can buy their favorite Unilever products on Lazada during the event, and donate to charity.

Unilever Philippines chose UNICEF as its beneficiary, to help the organization help Filipino kids.

But there was a hitch: charities in the Philippines continue to struggle in raising donations due to donor fatigue. So to reach out to patrons in a fresh and inviting way, we turned Shop to Give...into Shop2Give for the kids!

We changed the logos of all 32 Unilever brands into drawings of a kid.

And we didn't stop there: we mounted the stunt across their Facebook pages, the Facebook pages

of their celebrity endorsers, their Lazada page, even their out-of-home advertising.

To drive home the message of Shop2Give, we violated the logos of all Unilever brands, and convinced the multinational to allow us to. All for the good of the kids.

And Filipinos responded. The nation came together and shopped to give last October 17.

In just 24 hours, the idea achieved:

* 158% of sales target.

* 3x higher revenue vs. past big Lazada Sale campaigns (12.12 and Lazada Birthday Sale).

The campaign earned over USD 772,000 of free media.

It was awarded 'Best Marketing Innovation' by Lazada Southeast Asia.

Most importantly, 'Shop2Give' raised an unprecedented amount of money, 20% of which was donated by Unilever to UNICEF.