One of our challenges was coming up with the design, look and feel of the books without going overboard. We wanted to scare the kids just enough to achieve our key objective. Which was to get our readers pay more attention to their dental health. Getting rid of their toothbrushes that were close to or over 3-months old.

Colgate is a brand that deals in proper dental care, making it the perfect brand to push the message of changing your 3-month-old toothbrush. The strength of this campaign is that it entertains while it educates, instead of boring children with factual information.

All the books were snapped up immediately and were enjoyed very much by both the parents and their children.