Publicis’s latest film for Safeguard makes a case for abandoning cutlery

The latest film for Safeguard, a handwash brand from the Philippines, features a host of Filipino celebrities gathered for dinner – abandoning their cutlery to eat food with their hands in a traditional style.

Created by Publicis Singapore, the four-minute long film that launched across social media platforms encourages the Filipino tradition of ‘kamayan’ or eating food with your hands.

The film features local stars from the Philippines – including television presenters Boy Abunda, Bianca Gonzalez and actor Ai-Ai Delas Alas – attending an exclusive dinner created by a celebrity chef.   

Except before settling down to eat, the cutlery is taken away. At that point, the guests have to wash their hands with Safeguard and only then can proceed with dinner.

Publicis Singapore’s chief creative officer for global clients Ajay Thrivikraman said that this was the first campaign from Safeguard to pick ‘kamayan’ as a theme. He added: “Eating and enjoying food with hands has been the traditional Filipino way, but over time the practice of using cutlery has become much more common.

“Safeguard, as the brand that helps keep hands clean and protected from germs, wanted to remind Filipinos of this proud tradition and encourage them to do so more often.

“We believe that food just tastes better when eaten with hands.”

He also clarified: “This was an authentic experiment where the participants were unaware of what the event held in store for them.”

Alex Vogler associate director – digital transformation and communications at P&G beauty division (Asia-Pacific) said: “The Dinner with Safeguard is a film that relays the brand’s ‘pabaon’ [provision] to the nation – germ protected hands that enable richer experiences.

“We do not only recognise the health benefits of handwashing, but we also want to remind people that kamayan is something that you can do with clean hands comfortably with anyone, anytime, anywhere.”


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