| Title | THE WATER SAVING LABEL |
| Brand | COLGATE-PALMOLIVE |
| Product / Service | PROTEX |
| Category | E02. Small Scale Special Solutions |
| Entrant | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
| Idea Creation | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
| Idea Creation 2 | Y&R PHILIPPINES Manila, THE PHILIPPINES |
| Idea Creation 3 | Y&R SINGAPORE, SINGAPORE |
| Contributing | COLGATE-PALMOLIVE (THAILAND) Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Shen Guan Tan | Red Fuse Communications | Global Chief Creative Officer, Chairman Asia |
| Chew Shing Sian | Red Fuse Communications | Regional Creative Director |
| Joshua Tay | Red Fuse Communications | Regional Creative Director |
| Kelvin Kwan | Red Fuse Communications | Associate Creative Director |
| Kenny Mar | Red Fuse Communications | Regional Associate Creative Director |
| Christel Chong | Red Fuse Communications | Senior Art Director |
| Marcus Rebeschini | Y&R Singapore | Asia Chief Creative Officer |
| Herbert Hernandez | Y&R Philippines | Executive Creative Director |
| Jenny Nadong | Y&R Philippines | Executive Creative Director |
| Badong Abesamis | Y&R Philippines | Chief Creative Officer |
| Karl Nylander | Y&R Philippines | Art Director |
| Sandy Salurio | Y&R Philippines | Executive Art Director |
| Nicky Lee | Red Fuse Communications | Regional Retail Account Director |
| Sly Song | Red Fuse Communications | Regional Creative Director of Content |
| Debbie Hooi | Red Fuse Communications | Head of TV & Content Production |
| Buck Yau | Red Fuse Communications | Video Content Producer - RFPS |
| Valentina Tudose | Red Fuse Communications | Regional Retail Communications Director |
| Patrick Mak | Wide Ocean Printing Company Ltd | Printer Service |
| Orlando Tenorio | Colgate-Palmolive Company | VP Marketing Asia |
| Jean-Marc Le Bris | Colgate-Palmolive Company | MD - Greater Indo-China Hub |
| Des Gist | Colgate-Palmolive Company | Customer Development Director Asia |
| Alek Penbeyan | Colgate-Palmolive Company | Customer Development Director Direct Trade Asia |
| Keith Shortall | Colgate-Palmolive Company | Customer Development Director Thailand |
| Kwankamon Y | Colgate-Palmolive Company | Marketing Manager PCP & Sustainability Champion |
| Preeda Jirawanchaikul | Colgate-Palmolive Company | Marketing Manager - PCP |
| Busadee R | Colgate-Palmolive Company | Direct Trade Team Leader |
| Pornurai S | Colgate-Palmolive Company | Customer Development Manager |
| Sasiwis Srichumsin | Colgate-Palmolive Company | SDM |
| Sarawut U | Colgate-Palmolive Company | Manger Packaging |
| Watcharakitti T | Colgate-Palmolive Company | Assistant Manager Packaging |
There are plenty of advertising warning us of the water crisis, but none reminds us to take action at the right time and place. As a body wash product, Protex naturally sits in the shower where the wastage occurs and where no medium is readily available to remind consumers. The opportunity was to turn the product itself into a key touch point, to deliver a smart and timely conservation message that is activated by the very water being wasted. To do this, the packaging of Protex body wash was printed with a special hydrochromic ink and appears all white. But when exposed to water, a message reveals itself to remind us to turn off the tap when we soap in the shower.