BEACH GUARDIANS

Short List
TitleBEACH GUARDIANS
BrandHUMAN NATURE
Product / ServiceSUN LOTION
CategoryE04. Live Advertising & Events
EntrantWUNDERMAN THOMPSON Hong Kong, HONG KONG
Idea Creation WUNDERMAN THOMPSON Hong Kong, HONG KONG

Credits

Name Company Position
Carlos Camacho Wunderman Thompson ECD
Denise TEE Wunderman Thompson CD
Kiefer McKenzie Wunderman Thompson ACD
Chee Suphatanasilpa Wunderman Thomspon ACD
Paddy O'Mahoney Wunderman Thompson SCW
Hazel Chan Wunderman Thompson AD
Victoria Ng Wunderman Thompson CW jr

Cultural / Context information for the jury

Despite the warnings, people still forget to apply sunscreen while on the beach. Human Nature wanted us to find a way to promote their line of environmentally friendly sunscreen, while also delivering a message about sun safety. Our objective was to find a novel and friendly way of promoting sun safety to people on the beach, without any negative connotations. In the Philippines, the sun is constantly shining 365 days a year, therefore sun safety should be second nature. However, on beaches, some people still prefer to not to wear sunscreen.

Write a short summary of the ambient work.

Dog training first began six months before the activation. We picked the most common, approachable and friendly breeds to ensure that beachgoers were unperturbed when approached. The training required the dogs to identify the most common chemicals in most sunscreen brands. They were then taught to react when it was present and when it was not present by sitting or laying down. In terms of media, the majority of the campaign ran on Facebook and Instagram, and was supported by a microsite where people could learn more about our Beach Guardians. The activation began in March 2020 and ran for one month (pre-Covid). The Beach Guardians visited four beaches in total.