Cannes Lions

CREST KID'S ANTICAVITY TOOTHPASTE

SAATCHI & SAATCHI, Shanghai / PROCTER & GAMBLE / 2012

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Overview

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Credits

Overview

Description

The brief was ‘make children think more about brushing their teeth’. They had introduced a fun new toothpaste for children and our executions needed to reflect this. It couldn’t be a ‘normal’ scientific anti-cavity ad. If we were going to make children think more about brushing their teeth, we needed to inject some fun into their oral care routine.

Execution

Our creative idea was designed to demonstrate that after eating sweets they can ‘settle in’ and start getting up to all sorts of mischief if left to their own devices. Our fun design featuring 3 iconic sweets of gingerbread man, gummy bear and chocolate bunny, were designed to encourage children to brush their teeth more often and have fun.

Outcome

Several dental clinics asked for more posters as they were inundated with requests from customers for them. The client’s consumer hotline was also swamped with calls from mothers asking where they could buy the toothpaste. The posters certainly made an impact. Print ads of the design were also run and reached over 150,000 people.

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