Colgate wanted to launch its new series, Colgate Max Fresh, by communicating the product's main benefit: creating fresh breath.Delivering "A new dimension of freshness", Colgate wanted to reach a younger audience which are usually indifferent to dental hygiene issues/commercials.

A technological breakthrough! For the first time ever internet users were invited to actively influence a web page by phone:A banner offered users to test their "breath-freshness" by calling a number and blowing into the phone set. When users blew, it directly created an on-screen sensation of freezing. We invented an interactive technology so that the harder users blew, the quicker the site froze.That way the users could actually see an immediate feed-back of their efforts.

The campaign created a huge buzz and had a huge response.

It was vastly covered in Israel and around the world.The online combination of the banner and the phone opened a whole new world of interactive innovative ideas.

A new kind of media was born!