Market
VMLY&R COMMERCE India
Challenge
Packaging is the face of a brand. But in India, it’s also the face of plastic pollution. With its products reaching 9 out of 10 Indian households, Unilever needed a sustainable business transformation. But how would they convince shoppers to shift to a sustainable alternative if they don’t care about the environment?
Idea
We sacrificed Unilever’s most valuable branding asset – its packaging. We introduced Smart Fill, an in-store experience, that lets shoppers use other brands’ plastic waste as Unilever packaging to Smart fill products like Vim, Surf Excel and Comfort.
Growth
- 1.5MM earned media
- 85% repeat purchase
- 100K+ households reached
Recognition
- Cannes Lions, Gold (Creative Commerce)
- Cannes Lions, Silver (Sustainable Development Goals)
- Cannes Lions, Bronze (Creative Business Transformation)
- Cannes Lions, Shortlist (Brand Experience & Activation)
- Cannes Lions, Shortlist (Creative Commerce)
- Cannes Lions, Shortlist (Creative Commerce)
- Spikes, Bronze (Brand Experience & Activation)
- Spikes, 2x Shortlist (Creative Commerce)
- Spikes, Shortlist (Strategy & Effectiveness)
- AdFest, Silver (Commerce)
- AdFest, Bronze (Commerce)
- AdFest, Bronze (Brand Experience)
- One Show, Bronze (Experiential & Immersive)
- One Show, 2x Merit (Direct Marketing)
- One Show, Merit (Public Relations)
- One Show, Merit (Sustainable Development Pencil)
- One Show, Shortlist (Green Pencil)
- One Show, Shortlist (Integrated)
- Clios, 2x Silver (Creative Commerce)
- Clios, Silver (Experience/Activation/Other)
- Clios, Silver (Public Relations/Environmental)
- Clios, Bronze (Creative Business Transformation)
- Clios, Shortlist (Direct/Experience/Activation)
- Clios, Shortlist (Media/Retail)
- PHNX, 2x Silver (Design)
- PHNX, Bronze (Good Causes)
- PHNX, 2x Shortlist (Strategy & Technique)
- PHNX, Shortlist (Good Causes)
- D&AD, Silver (Experiential)
- D&AD, Bronze (Experiential)
- D&AD, Bronze (Commerce)
- D&AD, Shortlist (Commerce)
- D&AD, Shortlist (Impact)
- Dragons of Asia, Grand Prix (Best Campaign in Asia)
- Dragons of Asia, Gold (Best Brand Trial or Sales)
- Dragons of Asia, Merit (Best Brand Building and/or Awareness Campaign)
- Dragons of Asia, Merit (Best Brand Loyalty Campaign)
- LIA, Gold (Creativity in Commerce / Non-Traditional)
- LIA, Gold (Sustainability)
- LIA, Silver (Sustainability)
- LIA, Bronze (Creativity in Commerce)
- LIA, Finalist (Sustainability)
- New York Festivals Advertising Awards, Gold (Direct)
- Andy's, Shortlist
- Gerety, Shortlist (Experience Cut)
- Mad Stars, Finalist (Outdoor)
- Mad Stars, Finalist (Direct)
- Mad Stars, Finalist (Green)
- Mad Stars, Finalist (Pivot)
- Mad Stars, Finalist (Brand Experience & Activation)
- Mad Stars, Finalist (Design)
- Mad Stars, Finalist (PR)
- Mad Stars, Finalist (Interactive)
