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Brand & Business: Ogilvy Philippines Wins Wood Pencil for Unilever at 57th D&AD Awards with Poster Series

For years, Master – a Filipino skin care brand from Unilever – has been communicating the need for men to wash their faces with a product specifically made for it, like Master Facial Scrub.

However, most Filipino men don’t see the need for facial scrub, and simply wash their faces with a bar of soap. This is because a majority of Philippine homes have only one bathroom, and men just use whatever is in it – like the bar of soap that the rest of the family uses.

So, to convince men to use Master Facial Scrub, we released a poster series that asked, “Do you know where that soap was used?”


The posters show the striking image of two men sharing a bar of soap. This suggests the need for facial scrub by comically showing where the bar of soap could have been – like dad’s armpit, their brother’s hairy back, or grandpa’s foot.

“It’s a creative way to bring the brand’s benefit to life – with the perfect mix of a unique local insight, strategic thinking, and a bold execution”, says Paolo David, Marketing Director at Unilever Philippines.

Out of the 1,642 finalists at this year’s 57th D&AD Awards, only three were from the Philippines, one of them being the poster campaign from Master Facial Scrub and Ogilvy Philippines. The agency is ecstatic that the poster campaign won a coveted D&AD Wood Pencil.

“Winning a Pencil is both surreal and fulfilling” says Senior Art Director, Ow Fajardo. “But more importantly, it’s a true testament to what a passionate and hardworking team can do!”, he adds.

Jeff Stelton, Senior Copywriter for the campaign says, “This totally makes posing for the internal comps with my art director during the development stage worth it!”

Creative Director, Lito Gemora says, “We are all incredibly proud of this great honor”, to which Group Executive Creative Director, Mike Sicam adds, “Fortunately, we’re working with an inspired team and supportive clients, both of whom are genuinely passionate about creating good work. This win just goes to show how loving what you do and having fun while doing it can really produce something great. Hopefully, this is the first of many more wins.”



Ogilvy Philippines:

Group Executive Creative Director – Mike Sicam

Executive Creative Director – Dino Ocampo

Creative Director – Lito Gemora

Senior Art Director – Ow Fajardo

Senior Copywriter – Jeff Stelton

Illustrator – Romir Sucaldito

Final Artist – Manny Gallo

Managing Partner – Mona Nazario Garcia

Business Unit Director – Carla Laus

Senior Account Manager – Kath Ong Oh-Stelton

Project Manager – Jasper Velarde

Producer – Sasa Abella

Production House – The Paper Boat Creative

Client – Unilever Philippines

Brand – Master Facial Scrub


About Ogilvy

Ogilvy has been producing iconic, culture-changing marketing campaigns since the day its founder David Ogilvy opened up shop in 1948. Today, Ogilvy is an award-winning integrated creative network that makes brands matter for Fortune Global 500 companies as well as local businesses across more than 120 offices in 83 countries. The company creates experiences, design and communications that shape every aspect of a brands needs through six core capabilities: Brand Strategy, Advertising, Customer Engagement and Commerce, PR and Influence, Digital Transformation, and Partnerships. Ogilvy is a WPP company (NASDAQ: WWPGY). For more information, visit http://www.ogilvy.com/, or follow Ogilvy on Twitter at @Ogilvy and on Facebook.com/Ogilvy

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