Bronze Spike

Case Film

Presentation Board

Product / ServiceCOLGATE
CategoryA01. Event & Field Marketing
Advertising Agency GPY&R SYDNEY, AUSTRALIA
Advertising Agency 2 VML Sydney, AUSTRALIA

The Brief

To find an interesting, engaging way of persuading kids and their parents to the importance of oral hygiene care and reinforce Colgate's reputation as the leading brand helping protect teeth.

Describe how the promotion developed from concept to implementation

We placed our oral protection message right into the months of one of Australia's most popular sporting teams Rabbitohs players. Who competed in one of the toughest sports on the planet – Rugby League. To demonstarte how Colgate protects teeth we used the brand new medium of a Colgate Branded mouthguard.

Describe the success of the promotion with both client and consumer including some quantifiable results

In the first 6 games of the season the mouthguard was seen on the big screen at the stadium by an average of 26,814 people per game. Viewed on live TV by 3.8 million with print and paper having 4.1 million impressions. The ambient media started a trend across the nation as they tried to buy a branded Colgate mouthguards for themselves to emulate heroes. In the end, a tiny piece of media reinforced Colgate's reputation as the leading brand helping protect teeth on and off the field.

Explain why the method of promotion was most relevant to the product or service

Every time on of the players flashed a smile of celebration, they revealed Colgate protecting their teeth. Through a tiny hard working piece of sports equipment we where able to showcase how Colgate helps protect kids teeth on and off the field.


Name Company Position
Amy Luca GPY&R Sydney Business Director
Aden Hepburn VML Sydney Managing Director
Andrew Dowling GPY&R Sydney Group Managing Director
Lisa Anne Taylor-Chong GPY&R Sydney Production Director
David Jackson VML Sydney Senior Art Director
David Joubert GPY&R Sydney Creative Director
Julian Watt GPY&R Sydney Executive Creative Director