Short List
Product / ServiceCOLGATE 360° TOOTHBRUSH
CategoryB02. Best use of Ambient Advertising: Special Build
EntrantY&R MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Advertising Agency:Y&R MALAYSIA Kuala Lumpur, MALAYSIA


Executive Creative DirectorMarcus Rebeschini
CopywriterIda Rahman/Randy Lee
Advertiser's SupervisorJohn Hazlin
Account SupervisorJamie Prieto/Diana Yau
ProducerJenny Lim
Art BuyerT L Tan
Art DirectorFlorence Lee/Jamie Toh/Heng Yik See
IllustratorFoo Guan Foong/Chang Pit Yee/Cue Art And Design
PhotographerJustin Ngiam Of Studio Rom
TypographerFlorence 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.