The creative idea aims to dramatize what Colgate can do with teeth: it doesn’t only provide an accelerating whiteness but also gives a big shine that radiates from you.

A special city-light lighting technology helped bring this idea to life: the poster is not just lighting up similarly to other city-lights, but instead through changing the number and order of lights with the inner radiation getting more and more emphasized.

The special redesigned lighted posters complemented the traditional citylight posters during the campaign. By placing them at frequented intersections and also close to busy nightlife environment we managed to stay close to our audience. Colgate Maxwhite became one of the fastest growing stock-keeping unit in the Colgate portfolio. Because this was the first time in years that outdoor complemented the TV activity visibility and the recall of this campaign was higher than previously.