Seen+Noted: Master Facial Scrub asks “Do you know where that soap was used?” via new Ogilvy Philippines print campaign

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, Ogilvy Philippines 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.

The campaign was one of only three entries from The Philippines to win a Wood Pencil at the recent D&AD Awards.

Agency: Ogilvy Philippines
Client: Unilever Philippines
Brand: Master Facial Scrub
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