Dental flossing is vital to avoid cavities, tooth decay, and gum disease. It cleans the gap between our teeth that brushes can’t reach. However, in this execution, Colgate dramatized flossing’s strongest benefit – fighting plaque. To stay away from the traditional food messaging, we focused on the ‘fighting pose’ people make while flossing. Boxing is a predominant sport in many Latin American countries, for which featuring consumers as ‘boxers’ was a great opportunity to tie dental flossing with an activity many people could relate to.