Cannes Lions

Stop The Pain - Masked Gothic Girls

RED FUSE COMMUNICATIONS, Hong Kong / COLGATE-PALMOLIVE / 2017

Awards:

1 Silver Cannes Lions
2 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Description

People suffering from tooth sensitivity live in fear of sudden pain which can strike at anytime. The fear is always in their mind as they live through life every day.

Playing on this insight, we’ve created “optical illusion art” depicting pain using different genre of illustration styles.

From a distance, the artwork attracts the viewers into the conversation. At first glance, we see a face but when reading deeper into each of the illustrations, we are drawn into the fine details of each artwork, each telling a unique story of tooth sensitivity pain. To alleviate the audience from the sensation of pain, the product benefit of Colgate Sensitive is communicated in the copy with "No mas dolor" (Spanish for "No more pain").

Execution

Engaging different artists from around the world, from Hong Kong to Mexico and the UK, we painstakingly created one of a kind masterpieces showcasing pain in a visually engaging way.

These work-of-art are displayed in key outdoor area, engaging with viewers as they travel to work on outdoor billboards, subway stations and print medium.

Outcome

Addressing the third most common oral health problem - sensitivity, the design of Stop the Pain provided impactful messaging to resonate with the suffers real fear - pain. The proper identification behind this haunting fear of pain striking at any time triggered the emotive artwork. Enabling the brand to differentiate from Sensodyne, while elevating the its therapeutic benefit to promise ‘instant and lasting pain relief from sensitive teeth pain’.

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