Cannes Lions

SECRET DEODORANT

LEO BURNETT MANILA, Makati City / PROCTER & GAMBLE / 2006

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During rush hour, buses are usually packed with people; and when all seats are taken, women are sometimes forced to stand in the middle isle. For Filipino women who pride themselves with good hygiene, it is particularly embarassing to be spotted with wet underarms. Thus, sometimes, one would rather take the risk of falling off- balance than raise her arms to hold on to the rails and reveal her wet spots.

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