Unilever Philippines and GIGIL join forces to draw attention to UNICEF via second stage of SHOP2GIVE campaign
In the Philippines, a staggering 2,800,000 children are out of school. To help some of them, Unilever Philippines tapped Manila ideas agency GIGIL to create a campaign for UNICEF, a follow-up to an award-winning effort the agency also crafted for the company in 2018.
Called “SHOP2GIVE,” a portion of every Unilever product purchased on E-commerce site LAZADA goes to UNICEF, to fund efforts to bring children back to school. The target: Provide 800,000 students an opportunity to finish their education by 2023.
In its maiden campaign in 2018, SHOP2GIVE rendered all the logos of 32 Unilever brands in children’s drawings, intriguing Filipinos and moving them to help the nation’s youth by participating in the event.
This year, the program amped up the ante, still by featuring the products hand-drawn with crayons, but changing their brand logos to kids’ names: “Ponds” became “Pam,” “Dove” became “Diane,” “Sunsilk” became “Sunshine,” even “St. Ives” turned to “Yvette.” The company allowed these seeming logo violations to personify the children Filipinos could help through SHOP2GIVE, so they buy into the cause and purchase the products. Drawings of these products with kid-name logos were splashed across all of the brands’ social assets, the Lazada website, Manila’s billboards, and other collaterals in the lead-up to, and the actual event itself held on August 20.
“GIGIL took our brief to another level. We know last year will be difficult to beat, but they were able to beat what they created without dropping the essence of SHOP2GIVE,” Unilever Media Director Dennis Perez says.
GIGIL Creative Partner Herbert Hernandez added, “We are grateful for our continued partnership with Unilever, as it also allows us the privilege of helping our country.”