‘Germ Zs’ star in Defensil’s campaign via GIGIL to get young Filipinos to replace their parents’ soap

March 13 2025, 10:20 am | BY Adam Shaw | No Comments

Antibacterial soap, Defensil has taken a fresher approach compared to its other counterparts in the category to introduce their newest product. Most legacy soap brands paint a picture of scary germs, worried moms, and kids all dirtied from play.

 

To challenge the category norm, GIGIL has helped Defensil Antibacterial Soap give a reason for the new generation of Filipino consumers to change their soap: the scientific truth that germs are always evolving and mutating, and your parents’ soap which you might still be using until today, might not any more cut it when it comes to killing today’s germs.

The brand pushed this insight further and made the message more fun for the new generation of consumers, releasing 3 films that each imagined germs having similar stylishness, lingo, and interests as today’s Gen Zs. From their love for hiking, their use dating apps, and their desire to travel their world powered by airline travel promotions. To date, the film has been viewed in the country over 70 million times in less than a week.

‘Germ Zs’ star in Defensil’s campaign via GIGIL to get young Filipinos to replace their parents’ soap

Credits
Client – BEVi Beauty Elements Ventures Inc.
President and CEO: Jazz Burila
Brand Manager: Jean Thor Renzo Mutuc
Marketing Director: Nikki Filio
Social Media Supervisor: Erika Joyce Bernardo
GIGIL
Chief Creative Officer: Badong Abesamis
Chief Creative Officer: Herbert Hernandez
Creative Director: Jeano Cruz
Copywriter: Ash Vidal
Copywriter: Jorge Orellana
Copywriter: Tria Casas
Copywriter: Patrise Calumpag
Copywriter: Frenzon Cacas
Copywriter: Brandon Talip
Copy Intern: Georgette Bituin
Art Director: Rio Estrellado
Art Director: Alvin Adriano
Art Director: Jasper Cajilig
Art Director: Joaquin Diaz
Art Intern: Paui Gelacio
Art Intern: Jeca Felipe
Art Intern: Alexis Romero
Head of Art: Ronchris Cosme
Strategic Planning Team
Senior Strategic Planner: Nanais Hernandez
Strategic Planner: Phyllis Ong
Accounts Team
Managing Partner: Jake Yrastorza
Group Account Director: Micco Balana
Associate Account Director: Adel Clemente
Account Supervisor: Jus Patacsil
Account Manager: Audrey Matias
Account Executive: Bianca Adriano
Account Executive: Jasz Latonio
Media Team
Media Director: Margie Husmalaga
Media Manager: Patricia Sy

‘Germ Zs’ star in Defensil’s campaign via GIGIL to get young Filipinos to replace their parents’ soap ‘Germ Zs’ star in Defensil’s campaign via GIGIL to get young Filipinos to replace their parents’ soap