Colgate wanted to communicate Colgate Max Fresh's main benefit, breath freshness, to a young audience.

We created technological innovation that delivers the brand's message: "A new dimension of freshness"!

For the first time ever internet users actively call a banner. This banner asked users to test their "freshness meter" by blow on their phone set. As they blew, the site seemed to freeze. The harder the blew, the quicker it frozeWe created a fresh, new interactive experience!

The online combination of a banner and a phone opened a whole world of interactive ideas.

A technological breakthrough ! For the first time ever internet users are invited to call the banner and actively influence a web page by phone:A banner offered users to test their 'breath-freshness' by calling a number and blowing on the phone set. Each blow creates an on-screen sensation of freezing. The harder they blew, the quicker the site froze.

The campaign created a huge buzz and had 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!