| Title | ROLLER COASTER |
| Brand | COLGATE-PALMOLIVE |
| Product / Service | COLGATE 360° TOOTHBRUSH |
| Category | B02. Best use of Ambient Advertising: Special Build |
| Entrant | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Advertising Agency: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Credits | |
| Executive Creative Director | Marcus Rebeschini |
| Copywriter | Ida Rahman/Randy Lee |
| Advertiser's Supervisor | John Hazlin |
| Account Supervisor | Jamie Prieto/Diana Yau |
| Producer | Jenny Lim |
| Art Buyer | T L Tan |
| Art Director | Florence Lee/Jamie Toh/Heng Yik See |
| Illustrator | Foo Guan Foong/Chang Pit Yee/Cue Art And Design |
| Photographer | Justin Ngiam Of Studio Rom |
| Typographer | Florence Lee |
Colgate wanted to inject excitement into its 360° toothbrush with a big idea that would get people talking. This toothbrush has a unique selling point of cleaning the whole mouth. Thus, an amusement park roller coaster (with a big loop) was transformed into a ride resembling a giant Colgate 360° toothbrush and teeth; and was run during the school holidays specifically to reach out to our target demographic which is primarily made up of parents and their kids.