Smilewich

In 2009, Manila saw the worst typhoon to hit in decades, leaving thousands of families homeless and desolated. Citizens tried to aid relief efforts by coming together to pack relief goods at rescue centres nationwide.

On top of this, we thought it would be meaningful to send hope with help, so we launched Operation Smilewich. Smilewiches are cheese sandwiches wrapped in personalised bags decorated with messages that tell the recipients that people are looking out for them.

To create awareness for the event, we developed a typeface using our product itself, and we used this in all our communication materials.

The event created the strongest social media presence ever for the brand on top of free media estimated at 1.5 million pesos. We collected over 5000 Smilewiches and turned over all earnings to the Philippine National Red Cross.