| Title | CAVITY |
| Brand | COLGATE-PALMOLIVE COMPANY |
| Product / Service | COLGATE MAXIMUM CAVITY PROTECTION |
| Category | A03. Best Use of Standard Outdoor |
| Entrant | Y&R Singapore, SINGAPORE |
| Entrant Company: | Y&R Singapore, SINGAPORE |
| Advertising Agency: | Y&R Singapore, SINGAPORE |
Credits | |
| Name | Company | Position |
|---|---|---|
| Marcus Rebeschini | Y&R Singapore | Executive Creative Director/Art Director |
| Edward Ong | Y&R Singapore | Creative Director/Copywriter |
| Jaruphun Phayungsak | Y&R Bangkok | Creative Director/Art Director |
| Goh Shii Hua | Y&R Singapore | Producer |
| Michael Kan | Y&R Singapore | Producer |
| Phylis Wong | Y&R Singapore | Designer |
| Zoe Ong | Y&R Singapore | Designer |
| Raul Pardo | Y&R Singapore | Designer |
| Jaime Prieto | Y&R Hong Kong | Account Director |
| Tanuj Philip | Y&R Singapore | Account Director |
| Lee Pei Ling | Y&R Singapore | Account Manager |
| Teo | Teo Studios | Photographer |
| Clear Channel | Media Owner |
These billboards attracted a lot of attention from our target audience - children aged 6 - 12 - most of whom came back regularly to see the progress. In the first month alone, sales of Colgate toothpaste increased 38.7%. As a bonus, Colgate also received some unexpected publicity when the billboard was declared 'The World's Largest Ant Farm Habitat' by the Guinness Books of Records.
We created a bus shelter with an actual ant farm habitat placed inside a molar tooth image. The more the ants ate, the more tunnels they created. These ever expanding tunnels demonstrated the effects of unchecked tooth decay. Brochures about Colgate Maximum Cavity Protection - which explained the importance of brushing regularly - were also distributed on site.
The high level of tooth decay among Asian children has been labelled a silent epidemic. Many kids find the subject of caring for their teeth boring, and Colgate wanted to re-educate them in a fun way.