One morning in August, something unusual took over some of the biggest Facebook pages in the country. Suddenly, on Dove Philippines’ Facebook page, “Dove” turned into
“Dianne,” and on Pond’s, the brand turned into “Pam.” These names took over and replaced the logos of iconic brands.
It wasn’t until other people on the Interwebs began pointing out that other Unilever Philippines brand pages, both on Facebook and Instagram, had new, similar-looking profile photos with different names scribbled on them that they began connecting the dots. And after several attempts at contacting both Unilever and their partner creative agency
GIGIL, the story was finally confirmed: this was Part 2 of the #SHOP2GIVE campaign.
A few swipes on Dove’s photo album brought you to a profile photo with a similar aesthetic — the classic Dove logo in crayon scribbles. This was part of partners Unilever and GIGIL’s award-winning campaign “SHOP2GIVE”, which the duo ran together with Lazada in October 2018. The idea behind the campaign was to give shoppers an opportunity togive back, while receiving discounts from Unilever products bought on the site.
“GIGIL took our brief to another level,” says Dennis Perez, Unilever Philippines’ Media Director and a celebrated creative partner by agencies in the industry. “We know last year will be difficult to beat, but they were able to beat what they created without dropping the essence of SHOP2GIVE. We collaborated with GIGIL by allowing them to dream and imagine how #AddDreamsToCart can be expressed, and we kept our minds open to the ideas they presented.”
In the campaign by GIGIL, all Unilever brands became partners in the process. Over 32 brand names changed into actual names of theUNICEF beneficiaries to represent the 2.8 million out-of-school Filipino youths, while sounding like a specific Unilever product. This was a way of personifying the beneficiaries of the campaign and really connect the products people were buying to the cause.
The SHOP2GIVE2 campaign hoped to help UNICEF fund alternative ways of providing easier access to education, citing a program in Zamboanga del Norte as an example in which more than 2,000 children attend sessions at community learning centers. UNICEF also supports these centers by improving accreditation systems, provide life skills development, and help supply resources. The goal? provide 800,000 students a chance to complete their education by 2023.
“The idea is primarily driven by last year’s campaign. We wanted to elevate that by not only creating a campaign that’s an upgrade of the previous, but also, by putting more focus on the value of the campaign and how it supports UNICEF,” says Badong Abesamis, Co-Founder and Partner at GIGIL. “This year, the proceeds of the sale will go specifically to the education fund of UNICEF, which is used in sending back to school the 2.8 million Filipino children who are currently out-of-school. To land this message in a clear and talkable way, and to make donors know who will benefit from their purchases, we convinced our Unilever clients to violate their brand logos — for a cause – and replace their products’ brand names with Filipino children’s names.”
