Surf Excel: Surf Excel - Shelter of Kindness

  • Challenge

    In Ramadan 2016, Surf wanted to make a difference in peoples lives and establish that Surf can give a renewed life to clothes In Pakistan there are millions of people who live in poverty on the other hand the affluent class has plenty to spare.

  • Solution

    Surf Excel launched a fully integrated campaign across TV, Radio outdoor and instore that encouraged people to donate their forgotten clothes. Bus que shelters were used as collection touch points and termed as “SURFXL Shelter of Kindness” A passive OOH vehicle, BQS , was converted into an engaging and active OOH platform for everyone.

  • Result

    The campaign brought the brand value to life and over 60,000 lives were renewed.