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.