Cannes Lions

UNICEF/PROCTER & GAMBLE

DEL CAMPO SAATCHI & SAATCHI, Buenos Aires / PROCTER & GAMBLE / 2009

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Overview

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Credits

Overview

Execution

With the aid of our country's top five fashion designers, we transformed P&G’s used billboards skins into high street fashion items, to reduce the amount of waste that pollutes the environment. We intended to reach people through fashion, for them to contribute to the planet's care as well as childhood aid fund raising.

Outcome

The launching of the action at the annual UNICEF televised fundraiser “Un sol para los chicos”, was watched by more than 1 million people. 26 million people in Latin America were exposed to the auction through the Mercado Libre website, and in only 5 days our designs received more than 22.000 visits and sold out. The idea was published in 5 of the most important fashion magazines of our country.

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