COLGATE_FACES

TitleCOLGATE_FACES
BrandCOLGATE
Product / ServiceCOLGATE
CategoryB04. Posters
EntrantVMLY&R INDOCHINA Ho Chi Minh, VIETNAM
Idea Creation VMLY&R INDOCHINA Ho Chi Minh, VIETNAM
Idea Creation 2 RED FUSE COMMUNICATIONS Hong Kong, HONG KONG SAR

Credits

Name Company Position
Beer Poonnotok VMLY&R Indochina Indochina Chief Creative Officer
Shen Guan Tan Red Fuse Communications Global Chief Creative Officer
Beer Poonnotok VMLY&R Indochina Indochina Chief Creative Officer
Gian Carlo Panlilio VMLY&R Indochina Senior Art Director
Nick Nakpil VMLY&R Indochina Creative Group Head
Caroline Slocome Red Fuse HK Communications Regional Managing Director, Asia-Pacific
John Kim Red Fuse HK Communications Regional Client Service Director, Asia-Pacific

Background

Hormonal changes during pregnancy drastically affect women’s gums and teeth. But the dangers of poor oral health care do not end with gum disease. Research suggests that ignoring the small act of dental health care may lead to a chain of risks— from premature childbirth to serious illnesses and disorders to your child. The goal is for mothers to be conscious on the facts and solutions to avoid gum disease leading to premature childbirth. But before we can get them to proactively take dental heal care seriously, we have to show and educate them on the harsh effects of brushing off gum care.

Describe the creative idea (40% of vote)

At the end of the day, mothers are preventive by nature. Their actions are conscious decisions of how they choose to protect and love their child more than themselves. So we created an eye-opening print series campaign that shows the reality of what may happen to your child if you brush-off gum care during pregnancy. This print campaign touches on the effects of what might happen to children if mothers brush-off gum care during pregnancy. These pieces of work aim to educate mothers in powerfully captivating visuals that inform them to take action.

Describe the execution (40% of vote)

'Colgate Faces' is a digital vector art that is rendered to evoke a captivating balance that carries an earnest message with the beauty of featuring both mother and child. The idea is reflected when the mother's mouth overlaps with a part of the child's body. Each piece of work highlights the extreme of what may happen when mothers ignore gum disease during pregnancy. From such a small thing as gums, 'Colgate Faces' features the end of a series of chain of effects that can harm your child: from poor vision, to hearing loss, to lung diseases and even brain damage.

List the results (20% of vote)

Launched in March 2019, the brand has taken a leap forward in presenting pieces of communication that boldly highlight how education and a product's benefit can make a huge difference to keep mothers and their babies smiling.