Cannes Lions

COLGATE MAXIMUM CAVITY PROTECTION

Y&R SINGAPORE, Singapore / COLGATE-PALMOLIVE / 2009

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Overview

Entries

Credits

Overview

Execution

We created a bus shelter with an actual ant farm habitat placed inside a molar tooth image. The more the ants ate, the more tunnels they created. These ever expanding tunnels demonstrated the effects of unchecked tooth decay. Brochures about Colgate Maximum Cavity Protection® - which explained the importance of brushing regularly - were also distributed on site.

Outcome

These billboards attracted a lot of attention from our target audience - children aged 6- 12 - most of whom came back regularly to see the progress. In the first month alone, sales of Colgate toothpaste increased 38.7%.

As a bonus, Colgate also received some unexpected publicity when the billboard was declared ‘The World’s Largest Ant Farm Habitat’ by the Guinness Book of Records.

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