| Title | STOP THE PAIN |
| Brand | COLGATE PALMOLIVE |
| Product / Service | ORAL CARE |
| Category | G02. Illustration |
| Entrant | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
| Idea Creation | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
| Media Placement | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
| Production | RED FUSE COMMUNICATIONS Hong Kong, HONG KONG |
| Name | Company | Position |
|---|---|---|
| Shen Guan Tan | Red Fuse Communications HK | Global Chief Creative Officier, Chairman Asia |
| Sly Song | Red Fuse Communications HK | Regional Creative Director of Content |
| Joshua Tay | Red Fuse Communications HK | Regional Creative Director |
| Craig Love | Red Fuse Communications HK | Regional Creative Director |
| Kent Tang | Red Fuse Communications HK | Regional Visualizer |
| Martin Yau | Red Fuse Communications HK | Regional Visualizer |
| Kate Kopperman | Red Fuse Communications HK | Associate Strategy Director (Asia) |
| Steve Forcione | Red Fuse Communications HK | Global CEO |
| Adam Konowitz | Red Fuse Communications NYC | Global Managing Director (Hill's) |
| Caroline Slocombe | Red Fuse Communications HK | Managing Director |
| Doreen Chan | Red Fuse Communications HK | Director of Operations |
| Nicky Dominique Lee | Red Fuse Communications HK | Asso Regional Shopper Communications Director |
| Stephen Wong | Red Fuse Communications HK | Regional Senior Account Executive |
| Tim Lee | Red Fuse Communications HK | Regional Content Editor |
| Krush Ng | Red Fuse Communications HK | Regional Design & Production Manager |
| Naina Shewakramani | Red Fuse Communications HK | Regional Media Director |
| Matthew Chan | Red Fuse Communications HK | Regional Media Executive |
People suffering from tooth sensitivity live in fear of sudden pain which can strike at anytime. The fear is always in their mind as they live through life every day. Playing on this insight, we’ve created “optical illusion art” depicting pain using different genre of illustration styles. From a distance, the artwork attracts the viewers into the conversation. At first glance, we see a face but when reading deeper into each of the illustrations, we are drawn into the fine details of each artwork, each telling a unique story of tooth sensitivity pain. To alleviate the audience from the sensation of pain, the product benefit of Colgate Sensitive is communicated in the copy with "No mas dolor" (Spanish for "No more pain").
Engaging different artists from around the world, from Hong Kong to Mexico and the UK, we painstakingly created one of a kind masterpieces showcasing pain in a visually engaging way. These work-of-art are displayed in key outdoor area, engaging with viewers as they travel to work on outdoor billboards, subway stations and print medium.
Addressing the third most common oral health problem - sensitivity, the design of Stop the Pain provided impactful messaging to resonate with the suffers real fear - pain. The proper identification behind this haunting fear of pain striking at any time triggered the emotive artwork. Enabling the brand to differentiate from Sensodyne, while elevating the its therapeutic benefit to promise ‘instant and lasting pain relief from sensitive teeth pain’.
Rather than fighting Sensodyne on the professional territory it’s build, Colgate looked to the consumers thought process. Realizing that those who suffer from sensitive teeth see sensitivity issues as pain – they have a real and haunting fear of when it might strike next. With people being nearly immune to toothpaste advertising, we wanted to engage with our audience in a fresh and interesting way. Hence, we created art which built in an inherent tension from within the consumer. One that plays on local LATAM culture and the internal fear of suffers, while still landing the message in teeth.