Safeguard Antibacterial Soap Spreads in Malaysia

Procter & Gamble Malaysia presented Safeguard Antibacterial Soap in an award-winning print advertising campaign demonstrating the spread of bacteria. Three print advertisements, Alley, Park and Toilet, use the phrase, “Whatever it’s touched, you touch”.

Safeguard Antibacterial Soap Alley advertisement

Safeguard Antibacterial Soap Park advertisement

Safeguard Antibacterial Soap Pool advertisement


The Safeguard campaign was developed at Saatchi & Saatchi, Petaling Jaya, Malaysia, by executive creative directors Adrian Miller and Edmund Choe, copywriter James Yap, art director Ian Lee, designer Xuxulyn, account supervisors Tina Tong and Diana Boo, photographer Edmund Leong at Untold Images, illustrator Jesse Choo, and retoucher James Teoh.

The campaign won a Silver Outdoor Lion and a Bronze Press Lion at Cannes International Advertising Festival 2008.