Human Nature, a Philippine-based international social enterprise brand of genuinely natural products, has partnered with Wunderman Thompson Hong Kong to launch a new campaign titled ‘Beach Guardians’ for the Philippines market.
Using the same techniques taught to police dogs, Wunderman Thompson HK worked closely with professional trainers to create a team of dogs to ‘guard’ people from the sun. The Beach Guardians, as the dogs are known, used scent detection methods to see whether or not beachgoers were wearing sunscreen. Beachgoers sniffed out to be without sunscreen protection would then be given a free tube of the genuinely natural and reef-friendly Human Nature SafeProtect Sunscreen SPF 30 PA++++.
The beauty of this campaign is that it finds a new way to encourage sun safety without resorting to fear tactics. Human Nature wants people to make a positive association with the brand and its sunscreen, and the Beach Guardians were the perfect way to do that. As head trainer Ruel Tria put it: “People don’t listen to people, but they’ll listen to dogs.”
The campaign first launched on Facebook and Instagram in March and engaged in an on-ground activation. The Beach Guardians went to Crystal Beach in Zambales, Philippines receiving a warm welcome from the beach goers.
This campaign would not have been possible without client, Human Nature; production partners, Alexander and Fox Productions; and of course, the superstar dog trainer, Ruel Tria.
Human Nature is founded on the philosophy 'Pro-Philippines, Pro-Poor, Pro-Environment.' Every product is a pledge to helping Filipinos out of poverty. Through the Beach Guardians campaign, Wunderman Thompson helps to remind beachgoers to stay safe with genuinely natural Human Nature SafeProtect SPF30 PA++++ Sunscreen.
"Who better than a lovable, loyal, adorable dog to grab people's attention and remind them stay safe under the sun? And not just any sunscreen will do! It has to be reef-friendly and safe for our seas as well like Human Nature SafeProtect Sunscreen", shares Joanna Gilladoga, Human Nature's head of marketing.