Safeguard — Procter & Gamble
BODY WASH TVC
For this campaign, Safeguard wanted to promote their new body wash with the goal of having it in every Filipino household. A key insight we worked with was that Filipino moms, who typically handle grocery shopping, often prefer buying whitening beauty soaps instead of products that offer family-wide protection, with the mindset of “Pwede na yan” (”That’ll do.”)
The campaign we created centered around the idea of “Hindi pwede ang pwede na” (“That’ll do’ just won’t cut it”) emphasizing that a whitening soap bar isn't sufficient for family protection. Our goal was to encourage moms to make the switch by highlighting how safe and convenient Safeguard’s body wash is for family use, especially for kids.
CREDITS
Creative Director
Mark Peckson
Associate CD
Paolo Ferrer
Copywriter
Sweet Barbon
ROLE
Art Director
YEAR
2017