Cannes Lions

THE DECORATED CAKE

TBWA\HAKUHODO, Tokyo / GLAXO SMITH-KLINE / 2015

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Overview

Description

The best cake decorator in Japan makes a beautiful & meticulous decorated cake which is 100% made of toothpaste. This project demonstrates that Aquafresh Extreme Clean Whitening Plus's whip is truly creamy as never before, in a spectacular and entertaining way to reach our core target consumers, which is 20-30 female.

After hundreds of experiments, we finally get to the point where purely 100% toothpaste turns into almost real whip cream.

It helps the former part of the movie to make audience think that this movie is all about "sweets".

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