We decided to deliver our water conservation message in a compelling and relatable way for consumers – through the eyes of a caring father. The idea was to showcase the vital role a parent has over a child’s upbringing. Parents have many responsibilities, and teaching their children how to save water effectively, should be one of them.

The water beyond being a formal source, acts as a third character in this story. Always present but at the same time consistently forgotten by many people whose mind wonder when they brush their teeth.

Tooth-brushing is one of the first lessons we teach our children. It’s a moment when parents impart a healthy behavior meant to last a lifetime.

The film brings to life the magic of a father teaching his son how to brush his teeth for the first time - a beautiful moment that has the power to grasp our attention and make us forget everything.

The water acts as a third character in this story. Always present but at the same time consistently forgotten by many people whose mind wonder when they brush their teeth. The spectator focuses at the loving father-son relationship, ignoring the fact that the water hasn’t stopped running. Consequently, wasting a total of 15 liters of water.

The final frame of the water running dramatizes the oblivion of leaving the tap open encouraging consumers to make a difference by doing something as simple as closing the tap.

Colgate’s saving water campaign has not only inspired thousands of people to save water, it has also showcased the vital role the brand plays in creating a healthier environment for everyone.

Our communication is still going, generating increasing earned media exposure, social conversations and water saved every day. Colgate is committed to continue their mission for a healthier environment and inspire consumers around the world to join the movement and make a big difference by simply modifying a daily habit.