Title | MOUTHGUARDS |
Brand | COLGATE |
Product / Service | COLGATE |
Category | A01. Event & Field Marketing |
Entrant | GPY&R SYDNEY, AUSTRALIA |
Entrant Company | GPY&R SYDNEY, AUSTRALIA |
Advertising Agency | GPY&R SYDNEY, AUSTRALIA |
Advertising Agency 2 | VML Sydney, AUSTRALIA |
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 |
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.
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.
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.
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.