Tasked with promoting the healthy habit of hand washing during Global Hand-washing Day, we first encouraged Filipinos to get their hands dirty. We gathered a group of famous personalities to a grand glitzy dinner headed by a celebrity chef. Our celebrities turned up in their fanciest gowns and tuxes. The twist - they had to eat with their hands 🤭

Other than being a total entertainment, we integrated hand-washing as a pre-ritual to the traditional Filipino culture of eating with hands - also known as Kamayan,

The result: Our film went viral in The Philippines with over 3+Million views within the launch week, successfully fostering Pinoy pride and erasing modern stigma about eating with hands, while tying Safeguard’s hand soap with this age-old local culture.

As seen on: Mumbrella, Marketing Interactive, lifestyle Philippines, The Manila Times, Manila Standard