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Experiential
P&G / Safeguard Philippines: The Dinner
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As the nation’s health partner, P&G’s Safeguard has always championed healthy handwashing habits in the Philippines. With its latest campaign #GoKamayan with Safeguard – a social experiment featuring celebrities like Boy Abunda, Bianca Gonzalez, Ai-Ai Delas Alas and others – the brand takes an unconventional approach to encourage healthy handwashing habits by tapping into the Filipino love for food. More specifically, the uniquely Filipino tradition of ‘kamayan’ – the act of eating food with hands. While food is at the heart of Filipino culture, not many Filipinos choose to eat with hands today. The campaign idea is built around this core tension that every Filipino faces – taking pride in their culture and traditions such as kamayan – while also subconsciously conforming to the western ways of eating food with cutlery. Agency: Publicis, Singapore
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