You don’t see classic print advertisements very often anymore. BBDO Guerrero has revived the power of the format for Kintab, the Marine Wildlife Watch of the Philippines (MWWP), and its message about the disastrous effects of our oral hygiene practices on marine life. Each of the three adverts shows one of three marine animals – a dolphin, a whale, or a polar bear – lying on top of a toothbrush, a powerful representation of how daily oral healthcare, with traditional toothbrushes and plastic toothpaste tubes, harms marine wildlife, especially when discarded irresponsibly.
The campaign, The Killer Smile, offers Kintab’s Toothpaste tablets as a safe alternative. These are locally-sourced, vegan, cruelty-free, and a sustainable alternative with their plastic-free packaging. To help the product connect with the consumers visually, a familiar toothpaste box was introduced containing two variants of Kintab, Blizzard and Herbed, along with a bamboo toothbrush for a completely sustainable brushing experience. The copy on the box contains information about the threats of plastic to marine wildlife with the solution being housed inside.
Dr AA Yaptinchay, executive director of Marine Wildlife Watch of the Philippines, commented, “Single-use plastics, including the packaging of everyday items like toothpaste, aside from its obvious direct effect when it chokes an animal and smothers its habitat, can break down into microplastics, which are highly toxic to marine wildlife when ingested and can lead to illness and death. It’s crucial that we become mindful of the impact our everyday actions have on the environment, as every piece of plastic that ends up in the ocean threatens the health of our marine ecosystems.”
Guilian Sencio, CEO and co-founder of Kintab, added,“The Killer Smile is an eye-opening reminder that even the smallest daily habits, like brushing our teeth, have an environmental impact. It’s vital that we make the switch to more sustainable alternatives like Kintab to help protect our oceans and wildlife for future generations.”
Alexandra Lopez, associate creative director of BBDO Guerrero, commented, “Creativity can inspire positive change. Through powerful visuals, we’re not only raising awareness but also sparking a conversation about how our actions, no matter how small, can have a significant impact on the world around us.”
The campaign launched in September to coincide with Maritime and Archipelagic Nation Awareness Month (MANA Mo), reminding Filipinos of their deep connection to the sea, as the Philippines is an archipelago of over 7,000 islands and 14,000 coastal communities that rely heavily on maritime resources for their livelihoods.
The visuals were unveiled at the Pulse63 Healthcare Ventures office in Bonifacio Global City, a venture capital firm that helps build and accelerate healthcare companies like Kintab in the Philippines and beyond.
