Title | COLGATE READ OR LOSE TEETH |
Brand | COLGATE-PALMOLIVE PHILIPPINES |
Product / Service | TOOTHBRUSH |
Category | A04. Publications |
Entrant | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Entrant Company | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Advertising Agency | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
Gigi Lee/Shen Guan Tan/Badong Abesamis | Y&R | Executive Creative Directors |
Joshua Tay | Y&R | Creative Director |
Jonn Dogra | Y&R | Copywriter |
Claira Chan | Y&R | Copywriter |
Simon Yip | Y&R | Art Director |
Joshua Tay | Y&R | Art Director |
Eric Tee | Y&R | Art Director |
Simon Yip | Y&R | Designer |
Eric Tee | Y&R | Designer |
Simon Yip | Y&R | Typographer |
Eric Tee | Y&R | Typographer |
Somjai Satjatham/Lo Weng Heng | Y&R | Illustrator |
Eric Tee/Wong Jing Wen/Shrny Chin | Y&R | Illustrator |
T L Tan | Y&R | Art Buyer |
Image Rom | Photographer | |
Ariel Bautista | Y&R | Print Producer |
Lecxis Angeles/Bea Barlaan/Diaron Lique/Dennis Ponce | Y&R | Digital Team |
Caroline Slocombe/Maya Roldan/Nery Neves | Y&R | Account Supervisor |
One of our challenges was coming up with the design, look and feel of the books without going overboard. We wanted to scare the kids just enough to achieve our key objective. Which was to get our readers pay more attention to their dental health. Getting rid of their toothbrushes that were close to or over 3-months old.
3-month-old toothbrushes are a hot bed of germs and bacteria. Parents and children don’t know that. So how do we educate them about good dental care?
Since our target audience was children we decided to create 5 scary books on the dangers of using a 3-month-old toothbrush. This is based on the insight that every kid loves a good scare once in a while.
We launched on April 12th, 2014 and within 6 days we were 100% all out of books. Parents and children loved it. So much so that we had requests on Facebook to extend the campaign. It was a complete success that even led to a few impressions on Instagram.