Beach Guardians
Human Nature
Issue 58 | March 2021
Agency
Wunderman Thompson Hong Kong
Creative Team
Executive Creative Director Carlos Camacho Creative Director Denise Tee Associate Creative Director, Copywriter Kiefer McKenzie, Paddy O’Mahoney Associate Creative Director, Art Director Chee Suphatanasilpa Art Director Hazel Chan Copywriter Victoria Ng
Production Team
Editor Kyle Yeung Production Company Alexander & Fox Productions
Other Credits
Client Human Nature CMO Joanna Gilladoga
Date
December 2020
Background
Human Nature is a Philippine-based international social enterprise brand of genuinely natural products.
The brand wanted to remind beachgoers to stay safe from the danger of skin cancer with their genuinely natural Human Nature SafeProtect SPF30 PA++++ Sunscreen.
Idea
Using the same techniques taught to police dogs, professional trainers created a team of dogs to ‘guard’ beachgoers from the sun. Mitch, Hobie and Summer, alias the Beach Guardians, as the dogs were known, roamed the beach and used scent detection to discover if beachgoers were or were not wearing sunscreen.
Beachgoers sniffed out to be without sunscreen protection would then be given a free tube of genuinely natural and reef-friendly Human Nature SafeProtect Sunscreen SPF 30 PA++++.
Results
The campaign launched in March and was re-activated when Covid restrictions relaxed.
Our Thoughts
Dogs are amazing. I speak as a dog lover.
But they can sniff out drugs, weapons, illness and now, it seems, the danger of skin cancers.
I loved this comment from the dogs’ trainer, Ruel Tria, who said, “People don’t listen to people but they’ll listen to dogs.” This is exactly the sort of story that does well in earned media in our lockdown days.
It’s about dogs but it also anticipates a time when we can all be back on the beach.