Leo Burnett Manila’s 'Aid Couture' Most Awarded in AME Awards

An international jury of the world’s top advertising and marketing professionals awarded five metals - including the Platinum Trophy, the Green Award, and Gold, Silver and Bronze Medallions- to Leo Burnett Manila’s 'Aid Couture' Project at the 2015 Awards for the World’s Best Advertising & Marketing Effectiveness (AME) in New York on Monday, March 16th 2015.

Aid Couture was the most awarded campaign at AME this year and was recognised with the coveted Regional Platinum Award/Asia-Pacific.

The AME Awards honours campaigns that successfully demonstrate groundbreaking solutions to challenging marketing problems, with the jury choosing the most effective advertising campaign out of entries submitted from agencies around the world.

Aid Couture sifted through tons of clothes donated to the Philippine Red Cross, choosing fashionable clothes that are deemed inappropriate for calamity victims. These were washed and cleaned with P&G’s Ariel and Downy, then curated into ensembles by the country’s top stylists.

They were displayed boutique-style in a series of sale events in popular malls. Proceeds were then used to purchase immediate-need life essentials like food, medicine and water for calamity victims. The program showcased Procter and Gamble’s mantra of “Touching Lives, Improving Life.” Its successful execution hinged on numerous pro-bono services from various partners including celebrities and media.

The AME Awards cited Aid Couture for addressing a challenge in the marketplace, utilizing outstanding creative elements, and incorporating a thorough marketing plan to deliver a successful execution. The project was also recognized for contributing to the greater good by providing social and civic awareness, and as a brand initiative for P&G.

The five awards from AME adds to the haul of recognition garnered by Aid Couture locally and internationally, including Adfest, One Show, CLIO, Spikes Asia, Warc Prize, Adobo Design, Tambuli and Kidlat.