christmasterpiece

2006 ENTRIES

2006-12-31T02:51:00.000-08:00

These are the 2006 Lady's Choice Christmasterpiece entries:

Anao,
Tarlac Entry

Aparri,
Cagayan Valley Entry

Ayungon,
Negros Oriental Entry

Baguey
Entry

Baler,
Aurora Entry

Bauang,
La Union Entry

Cervantez
Entry

Claveria
Entry

Digos
City, Davao del Sur Entry

Dimasalang,
Masbate Entry

General
Santos City Entry

Goa,
Camarines Sur Entry

Lagonoy,
Camarines Sur Entry

Lal-Lo,
Cagayan Entry

Laoag
City, Ilocos Norte Entry

Luna
Entry

Mal-Lig,
Isabela Entry

Manaoag,
Pangasinan Entry

Naawan,
Misamis Oriental Entry

Naga
City, Camarines Sur Entry

Naguilian
Entry

Narra,
Palawan Entry

Nueva
Era, Ilocos Norte Entry

Pagbilao,
Quezon Entry

Pagudpod
Entry

Palanas,
Masbate Entry

Pinili,
Ilocos Norte Entry

Pura,
Tarlac Entry

San
Clemente, Tarlac Entry

Santa
Ana, Pampanga Entry

Sarrat,
Ilocos Norte Entry

Tagum
City, Davao del Norte Entry

Tangub
City, Misamis Occidental Entry

Tanjay
City, Negros Oriental Entry

Tayum,
Abra Entry

Tiaong,
Quezon Entry

Trece
Martirez Entry

Victoria,
Zamboanga Entry

Anao, Tarlac Entry

2006-12-31T02:43:00.000-08:00

These images are from Anao, Tarlac:

Aparri, Cagayan Valley Entry

2006-12-31T02:40:00.000-08:00

These images are from Aparri, Cagayan Valley:

Ayungon, Negros Oriental Entry

2006-12-31T02:36:00.000-08:00

These images are from Ayungon, Negros Oriental:

Baguey, Cagayan Entry

2006-12-31T02:32:00.000-08:00

These images are from Baguey, Cagayan:

Baler, Aurora Entry

2006-12-31T02:28:00.000-08:00

These images are from Baler, Aurora:

Bauang, La Union Entry

2006-12-31T02:25:00.000-08:00

These Images are from Bauang, La Union:

Cervantez, Ilocos Sur Entry

2006-12-31T02:23:00.000-08:00

These images are from Cervantez, Ilocos Sur:

Claveria, Cagayan Entry

2006-12-31T02:21:00.000-08:00

These images are from Claveria, Cagayan:

Digos City, Davao del Sur Entry

2006-12-31T02:18:00.000-08:00

These images are from Digos City, Davao del Sur:

Dimasalang, Masbate Entry

2006-12-31T02:15:00.000-08:00

These images are from Dimasalang, Masbate:

General Santos City Entry

2006-12-31T02:11:00.000-08:00

These images are from General Santos City:

Goa, Camarines Sur Entry

2006-12-31T02:05:00.000-08:00

These images are from Goa, Camarines Sur:

Lagonoy, Camarines Sur Entry

2006-12-31T02:00:00.000-08:00

These images are from Lagonoy, Camarines Sur:

Lal-Lo, Cagayan Entry

2006-12-31T01:56:00.000-08:00

These images are from Lal-Lo, Cagayan:

Laoag City, Ilocos Norte Entry

2006-12-31T01:51:00.000-08:00

These images are from Laoag City, Ilocos Norte:

Luna, Apayao Entry

2006-12-31T01:48:00.000-08:00

These images are from Luna, Apayao:

These images are from Luna:

Mal-Lig, Isabela Entry

2006-12-31T01:43:00.000-08:00

These images are from Mal-Lig, Isabela:

Manaoag, Pangasinan Entry

2006-12-31T01:35:00.000-08:00

These images are from Manaoag, Pangasinan:

Naawan, Misamis Oriental Entry

2006-12-31T01:33:00.000-08:00

These images are from Naawan, Misamis Oriental:

Naga City, Camarines Sur Entry

2006-12-31T01:27:00.000-08:00

These images are fom Naga City, Camarines Sur:

Naguilian, La Union Entry

2006-12-31T01:19:00.000-08:00

These images are from Naguilian, La Union:

Narra, Palawan Entry

2006-12-31T01:17:00.000-08:00

These images are from Narra, Palawan:

Nueva Era, Ilocos Norte Entry

2006-12-31T01:13:00.000-08:00

These images are from Nueva Era, Ilocos Norte:

Pagbilao, Quezon Entry

2006-12-31T01:09:00.000-08:00

These images are from Pagbilao, Quezon:

Pagudpod, Ilocos Norte Entry

2006-12-31T01:06:00.000-08:00

These images are fro Pagudpod, Ilocos Norte:

Palanas, Masbate Entry

2006-12-31T00:56:00.000-08:00

These images are from Palanas, Masbate:

Pinili, Ilocos Norte Entry

2006-12-31T00:54:00.000-08:00

These images are from Pinili, Ilocos Norte:

Pura, Tarlac Entry

2006-12-31T00:50:00.000-08:00

Theseimages are from Pura, Tarlac:

San Clemente, Tarlac Entry

2006-12-31T00:48:00.000-08:00

These images are from San Clemente, Tarlac:

San Isidro, Bohol Entry

2006-12-31T00:45:00.000-08:00

These images are from San Isidro, Bohol:

San Jacinto, Pangasinan Entry

2006-12-31T00:39:00.000-08:00

These images are from San Jacinto, Pangasinan:

San Jose City, Nueva Ecija Entry

2006-12-31T00:34:00.000-08:00

These images are from San Jose City, Nueva Ecija:

San Mateo, Isabela Entry

2006-12-31T00:33:00.000-08:00

These images are from San Mateo, Isabela:

San Nicolas, Ilocos Norte Entry

2006-12-31T00:30:00.000-08:00

These images are from San Nicolas, Ilocos Norte :

Santa Ana, Cagayan Entry

2006-12-31T00:28:00.000-08:00

These images are from Santa Ana, Cagayan:

Sarrat, Ilocos Norte Entry

2006-12-31T00:23:00.000-08:00

These images are from Sarrat, Ilocos Norte:

Tagum City, Davao del Norte Entry

2006-12-31T00:17:00.000-08:00

These images are from Tagum City, Davao del Norte:

Tangub City, Misamis Occidental Entry

2006-12-31T00:15:00.000-08:00

These images are from Tangub City, Misamis Occidental:

Tanjay City, Negros Oriental Entry

2006-12-31T00:13:00.000-08:00

These images are from Tanjay City, Negros Oriental:

Tayum, Abra Entry

2006-12-31T00:11:00.000-08:00

These images are from Tayum, Abra:

Tiaong, Quezon Entry

2006-12-31T00:08:00.000-08:00

These images are from Tiaong, Quezon:

Trece Martirez City, Cavite Entry

2006-12-31T00:05:00.000-08:00

These pictures are from Trece Martirez City, Cavite:

Victoria, Zamboanga Entry

2006-12-30T23:59:00.000-08:00

These pictures are from Victoria, Zamboanga:

THE CHRISTMASTERPIECE ICON

2006-12-28T23:30:00.000-08:00

Our icon pays tribute to the touching story of the 83 year old woman who walked 5 kilometers of dirt road to reach the house of the community leader who happened to be a rural doctor. Mistaking the woman to be seeking medical attention, he took his stethoscope. But he was surprised when the woman brought a gift wrapped in a handkerchief. As she untied the knot & unfurled the handkerchief, the doctor was stunned to see a Lady’s Choice bottle in her hand. The woman said, “ang aking munting alay”. This is a story of creativity that blossomed into a great community building activity.
This is the story of Lady’s Choice Christmasterpiece...

THE MISSION

2006-12-28T23:00:00.000-08:00

Unilever traces its roots to the amalgamation of two great parent European companies – Uni, the Dutch margarine company and Lever, the British soap manufacturer. Its history was one that was built by the great masses of the Industrial Revolution providing hygiene with soaps & detergents and nutrition with margarine. Over a century later, Unilever continues its tradition of providing the very best for humanity, all over the globe, to make families and individuals get more out of life.

This profound role is defined more clearly in Unilever’s mission today – to make the world a better place through our brands by helping people look good, feel good and get more out of life.

In the Philippines, Unilever endeavors to touch the lives of Filipinos everyday, everywhere, rich or poor, in more meaningful ways that just giving soap to clean their skin, shampoos to make their hair shiny, detergents to make their clothes whiter, skincare products to brighten up their faces, toothpaste to freshen their breaths and ice cream to sweeten life. It is a promise of bringing true vitality to life, in ways and means that enrich and endow every human experience, whether single or shared, with joys and emotions that underline the beauty of life in all its aspects.

Guided by this mission of vitality, Lady’s Choice envisions to inspire creativity beyond making great salads, delicious sandwiches and mouth-watering dips.

As the brand celebrates its 50 years, it embarked on a noble advocacy program that would bring out the creativity in the Filipinos by using the new egg-shaped bottle of Lady’s Choice in making majestic Christmas landmarks across the country. This truly touching program, called Christmasterpiece, also brought out in the process the indomitable Filipino spirit of bayanihan – cooperation, unity and community building at its best.

HOW CHRISTMASTERPIECE CAME INTO BEING

2006-12-28T22:30:00.000-08:00

The campaign started by answering fundamental questions :

How could so dominant a brand make a significant, meaningful contribution to a country at a time of economic dislocation and political disunity?

How can a brand be heard in during the Christmas season, when the majority of food brands experience their peak sales and therefore, advertising and promotions are in frenzy?

How could the brand present itself in a compelling and relevant way to stand for its cause to inspire creativity?

The answer came through the brand itself.

Having been in the same old bottle for the last 50 years, Lady’s Choice bottles became generic. It was therefore common to see old bottles being used again as containers for coco jams, fermented sauces, fruit preserves and other kitchen condiments. The company embarked on a new bottle and packaging design that Lady’s Choice refreshed its 50 year old history, with a contempory look that brought the brand’s mission of “creativity” to life.

What if the new bottles could tell the creativity story in a grand way?

What if the bottles were made part of the usual Christmas landmark in many towns across the country, which they do anyway, year on year?

Imagine 15-foot high Christmas landmarks rising in town plazas across the nation, now spruced up with Lady’s Choice bottles. A minimum involvement of at least a hundred Lady’s Choice bottles per structure!

This was the birth of Lady’s Choice Christmasterpiece: Bayanihang Pasko 2005.

HOW CHRISTMASTERPIECE CAME INTO BEING PART 2

2006-12-28T22:00:00.000-08:00

Imagining was indeed a beautiful experience. Putting it together was an entirely different story. After several discussions, the core team decided to make this true to its essence of harnessing the collective community creativity and spirit. Hence, it was imperative then to get credibility. And what a better way than to invite multi-sectoral teams composed of the local government units, the commercial sector, the socio-civic groups, and the Non-Government Organisations (NGO) to bring the creative vision of the communities to life.

In return, the company promised of a Php1,000,000 grant to fund a Lady’s Choice Creativity Center in the winning Christmasterpiece town! And a PhP200,000 seed money for the sponsoring organization to pursue its noble community development projects.To make it even more exciting, the company also committed to produce a beautiful calendar that will immortalize the top 12 landmarks.

But there was caution as the campaign progressed. This was the first time that the company was embarking on a project outside of the supermarkets. For 50 years, the brand profited from conducting huge merchandising display contests in shops, groceries and supermarkets nationwide. And the event may overshadow what has excited retailers for years!
At its inception, a prudent target of 50 towns across the country was made. Each town was envisioned to contribute 100 Lady’s Choice bottles and was projected to touch directly the lives of some 25,000 individuals in the Philippines.

INSPIRING STORIES OF CREATIVITY AND HOPE

2006-12-28T21:30:00.000-08:00

One heartwarming story was that of a community some 200 kilometers away from Manila. Having collected over a thousand Lady’s Choice jars still with their contents, the town organized a Salad & Sandwich Day for its young students. Hundreds of volunteer hands prepared food for over 10,000 children gathered in celebration while they unveiled their Christmas landmark befitting a Christmas Tableau set inside a revolving giant Lady’s Choice shaped bottle, made with a mosaic of the thousand bottles generated from the Salad & Sandwich Day.

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Another far flung community had a problem securing the required number of Lady’s Choice bottles. And so, volunteers and donors had to travels 30 kilometers to the provincial capital to buy Lady’s Choice. But even these were not enough, and so they called on their relatives and friends who are already staying in Manila to gather the additional bottles for them.

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In the far south, where religious differences does not allow a certain group to believe and much less celebrate Christmas, the mayor was able to persuade the group to join hands in the spirit of unity and therefore contribute what they can to build the community landmark. The mayor, was so stunned at the generosity of his non-Christian constituents that in grateful recognition, he placed their religious icon on top of their landmark.

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There are other countless stories of how it has brought unity to political rivals, how the old citizens joined hands with the very young, how government officials gained trust amongst their disheartened constituents and even how the wealthy and powerful clans gave generously to the willing hands of the underprivileged in building these beautiful and creative landmarks.

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For over three months, the landmarks did not only bring pride to the communities, but also brought them together as every night, people of the community gathered together for some affair, or just simply to look at their Christmasterpieces with awe and delight. On a higher plane, the Christmasterpieces has not only bought out the creativity of the people. It has more importantly brought back the faith of the community to help and believe in themselves. For how can these communities come up with landmarks with no financial assistance or government earmarked money? All they had was their ingenuous creativity and their generous hearts. And the landmarks stood not only as a testament to the creativity of the people, but also to the generosity of the human spirit.

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The story of Christmasterpiece is one shining and inspiring example of how a brand can go bigger than its itself. It is reflected by these landmarks, by the communities who made them and the very people whose lives have been immensely touched by Lady’s Choice. Resonating the spirit of the campaign that is reflected in beautiful story of the 82 year woman who walk the dusty dirt road of 5 miles to reach the house of the Community Leader, who happened to be a doctor by profession. Mistaking the old woman to be seeking medical assistance, he took his sthetoscope and tried to check the woman. The woman shook her head and unfurled a package wrapped in her handkerchief. It was a Lady’s Choice bottle and she said, “Ang aking munting alay” (this is my contribution to the landmark of our town)

A MARKETEER'S DREAM

2006-12-28T21:00:00.000-08:00

This project is a marketeer’s dream.

It is a very rare opportunity to have a chance to have a lasting and noble impact on the communities and the people that we serve.

We thank all the communities, the organisations, the government agencies and the local leaders, whose belief and confidence remained steadfast in the project.

May it inspire more people to pursue the higher and noble cause to make Filipinos enjoy and get more out of life.