Spikes Asia
RED FUSE COMMUNICATIONS, Hong Kong / COLGATE-PALMOLIVE / 2017
Awards:
Overview
Entries
Credits
Background
With Sensodyne as the undisputed leader for sensitivity toothpaste,
Colgate needed a new approach to re-ignite Colgate sensitivity
toothpaste growth. Sensodyne has become synonymous with dentist,
professionals and lab coats, which has built its credibility but lacks
emotional cut through. The objective was to deposition Sensodyne
by owning the ‘pain’ language. To communicate the product benefit
while connecting to the consumer differently; Colgate needed to
promise ‘instant and lasting pain relief from sensitive teeth 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.
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