GRINNERS ARE WINNERS

TitleGRINNERS ARE WINNERS
BrandCOLGATE
Product / ServiceMOUTHGUARDS
CategoryA01. Creative Effectiveness
EntrantGPY&R Sydney, AUSTRALIA
Entrant Company GPY&R Sydney, AUSTRALIA
Advertising Agency GPY&R Sydney, AUSTRALIA
Advertising Agency 2 VML Sydney, AUSTRALIA

Credits

Name Company Position
Tony O'halloran GPYR Strategic Planning Director
Amy Luca GPYR General Manager
Julian Watt GPYR Executive Creative Director
David Jackson VML Digital Art Director
Rochelle Wang GPYR Assistant Strategic Planner
Luke Byrne South Sydney Rabbitohs Director Of Sponsorship
David Joubert GPYR Creative Director
Bart Pawlak GPYR Creative Director

Brief Explanation

Colgate asked us to find a fresh way to engage children and parents about oral care and protection. But kids aren’t always open to health messages, and with a budget of $60,000 it’s hard to break through the clutter. Our solution? To use the players of the Rugby League’s South Sydney Rabbitohs as our mouthpiece. We placed our oral protection message right into the mouths of Rabbitohs players – using the brand new medium of a Colgate Branded Mouthguard so every time a player celebrated, Colgate smiled with them. We brought the idea to life through during the Round One blockbuster match between the Rabbitohs and the Sydney Roosters, where for the first time ever in Australian sport the players revealed our message grinning from ear to ear. Colgate also sponsored the Kid Zone area of the stadium, to ensure that both kids watching the match, and their parents, were exposed to our message. The kids were offered free Colgate oral care packs with ‘Bright Smiles, Bright Futures’ information about caring for their teeth, along with a toothbrush and toothpaste. Following the launch, Colgate made it possible for every Junior Rugby League player in the South Sydney district to purchase a tailored mouthguard via a discount voucher distributed to every player who signed up in the Junior league. To drive the message further through the community, Colgate donated education packs for schools in the Souths Cares Teachers’ Aide program, which sees Rabbitohs players go into classrooms on a weekly basis to deliver tuition in reading and maths, as well as physical education and healthy and active lifestyles. This launch activation was just the beginning of an ongoing community partnership between Colgate and South Sydney. The hope is that this initial campaign, along with its community programme, will provide a blueprint for running similar programmes across Australia, as part of Colgate’s Bright Smiles, Bright Futures initiative, that will simultaneously reduce accidents with kids’ teeth in sports, and encourage positive oral care behaviour.