Human Nature, a Philippine-based international social enterprise brand of genuinely natural products, has partnered with Wunderman Thompson Hong Kong to launch a new campaign titled ‘… read moreBeach Guardians’ for the Philippines market. Using the same techniques taught to police dogs, Wunderman Thompson HK worked closely with professional trainers to create a team of dogs to ‘guard’ people from the sun. The Beach Guardians, as the dogs are known, used scent detection methods to see whether or not beachgoers were wearing sunscreen. Beachgoers sniffed out to be without sunscreen protection would then be given a free tube of the genuinely natural and reef-friendly Human Nature SafeProtect Sunscreen SPF 30 PA++++. The beauty of this campaign is that it finds a new way to encourage sun safety without resorting to fear tactics. We want people to make a positive association with the brand and their sunscreen, and the Beach Guardians were the perfect way to do that. As head trainer Ruel Tria put it, “people don’t listen to people, but they’ll listen to dogs.” The campaign first launched on Facebook and Instagram in March and engaged in an on-ground activation. The Beach Guardians went to Crystal Beach in Zambales, Philippines receiving a warm welcome from the beach goers.
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