MANILA, PHILIPPINES — What if the very thing that gives you your smile is the same thing that kills marine animals? This is the insight behind BBDO Guerrero‘s campaign “The Killer Smile” for Kintab Toothtabs.
During the campaign launch, the brand held a symposium on ocean pollution with Marine Wildlife Watch’s (MWWP) Executive Director Dr AA Yaptinchay who shared the challenges faced by our waters and the species it hosts like the dugong, sea turtles, and sharks.
He said, “The Philippine seas host the most number of species anywhere in the world… Despite this bounty, all of them are actually threatened and most of the threats that are present in the Philippines are man-made.”
To address this, BBDO Guerrero created posters that visually portray the animals that are being affected by the pollution problem. The Killer Smile campaign depicts popular marine animals: a dolphin, a whale, and a polar bear made of toothpaste dying on top of a toothbrush — a powerful representation of how our daily oral healthcare practice harms marine wildlife especially when discarded irresponsibly.
Kintab’s CEO Guil Sencio emphasized the importance of the everyday choices and what effects they bring “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.”
He also recalled their origin and how the locally-sourced, vegan, and cruelty-free product came to be the sustainable alternative for the new generation of eco-conscious consumer: A lot of things are going plastic-free here in the Philippines but we noticed that there’s one place in the house that’s so hard to make plastic-free — basically, your bathroom.”
On the insight behind the campaign, Alexandra Lopez, Associate Creative Director of BBDO Guerrero, said, “We really don’t realize that the thing that makes our smiles beautiful is actually killing a lot of marine life. Hence, the killer smile campaign.”
“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,” she added.
Coinciding with the Maritime and Archipelagic Nation Awareness Month (MANA Mo), the campaign launch aims to enable sustainable household practices especially among Filipinos who rely heavily on maritime resources for their livelihoods beginning with the switch to Kintab Toothtabs rung through its tagline: Your tooth won’t notice the difference, the planet will.
