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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
Credits Other credits

Jordan Price - Regional Head of Planning

Josh Roth - Regional Senior Planner

Natalie VanderVorst – EVP, Global Clients

Maninder Bali – Regional Business Director

Geraldine Yap – Account Director

Daniel Hejl – Account Manager

Production: Prodigious Singapore

Unitel x Straight Shooters Media Inc.

Pepe Diokno - Film Director

Raissa Carrelli – Executive Producer

Riza Bacay - Production Designer

Boy Yniguez - Director of Photography

Kristi Gallaga - Assistant Director

Denice Javier - Production Manager

Fitz Romero, Lyka Alino, Alfon Silva - Production Staff

Thazzia Falek, Glenyss Francisco - Makeup

Ed Santos – Offline

Post-production: KRAFTW5RKZ Singapore

Bernard Tay - Executive Producer

Corey Spykerman - Colourist

Matthew Ho – Online

Leong Beng Wee – Online

Sandy Ng – Online

Audio production: Sound Design, Inc.

Paolo Escanillas - Audio Engineer

Hero Mauricio - Arranger

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