Colgate: GRANDPA'S TEETH

Credits & Description:

Type of entry: Design Crafts
Category: Packaging and promotional item design
Advertiser: COLGATE-PALMOLIVE
Product/Service: TOOTHPASTE
Agency: RED FUSE COMMUNICATIONS Hong Kong, HONG KONG

Client: COLGATE-PALMOLIVE
Product: TOOTHPASTE
Entrant: RED FUSE COMMUNICATIONS Hong Kong, HONG KONG
3 of 3 Campaign
Type of Entry: Design Crafts
Category: Packaging and promotional item design
Entrant Company : RED FUSE COMMUNICATIONS Hong Kong, HONG KONG
Advertising Agency : RED FUSE COMMUNICATIONS Hong Kong, HONG KONG
Advertising Agency 2 : Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Media Agency : MEC HONG KONG, HONG KONG

Chairman/Regional Chief Creative Officer: Shen Guan Tan (Red Fuse Communications)
Regional Retail Creative Director: Patrick Daly (Red Fuse Communications)
Executive Creative Director: Gigi Lee (Y&R Malaysia)
General Manager: Khin Myat Thu (Y&R Myanmar)
Creative Director/Art Director/Illustrator: Joshua Tay (Y&R Malaysia)
Regional Copy Writer: Kenny Marr (Red Fuse Communications)
Art Director: Law Kok Yew (Y&R Malaysia)
Illustrator: Wong Jing Wen (Y&R Malaysia)
Illustrator: Evone Cheng (Y&R Malaysia)
Art Director: Ye Kyaw Htut (Y&R Myanmar)
Copywriter: Phyo Wai Htun (Y&R Myanmar)
Regional Associate Creative Director: Kelvin Kwan (Red Fuse Communications)
Regional Associate Platform Strategy Director: Kenward Ng (Red Fuse Communications)
Regonal Creative Director Of Content: Sly Song (Red Fuse Communications)
Regional Creative Director: Craig Love (Red Fuse Communications)
Regional Strategy Director: Chetan Murthy (Red Fuse Communications)
Content Producer: Buck Yau (Red Fuse Communications)
Vp Marketing Asia Division: Orlando Tenorio (Colgate Palmolive)
Marketing Director Oral Care Asia Division: Rob Carter (Colgate Palmolive)
Category Manager Design Packaging: Greg Corra (Colgate Palmolive)

Brief Explanation:
Colgate wanted to ensure it was reaching schools that required educational resources, teaching children the importance of oral care’s role in improving overall health and wellbeing. These schools were mostly off the beaten track, ‘media dark’ areas and home to the country’s poorest communities.

The breakthrough came when we realized we could actually print posters on the inside of the large cardboard boxes housing the familiar red toothpaste cartons and delivery could be via Colgate’s distribution network. This ensured we would reach the village store owners who wouldn’t simply throw away their boxes, but deliver them to their kids’ school.

Describe the brief from the client:
Recent political and economic reforms in Myanmar have opened up the country’s trade borders to the rest of the world. As one of the first brands to enter the market, Colgate decided they wanted to give something back to the country that had so warmly welcomed them.

Colgate saw an opportunity to use their fast growing distribution network to provide schools with educational resources they currently desperately lacked. Colgate tasked us with coming up with a solution to solve their creative and logistical design challenge that could make a tangible difference to the school children of Myanmar.

Design Process:
Instead of using westernized educational texts and diagrams, we designed a series of posters in traditional Burmese illustration styles: a combination of native folk art, local insight and oral care truths. The vibrant colours, texture and characters of each illustration tell a story which results in a set of inspirational educational materials which present a well rounded story perfect for this youthful audience.

They also enabled the classroom teacher to plan interactive lessons with poster prompts to call a free telephone number to hear recorded educational information, thereby offering further depth to the graphics.

Results:
Turning Packing into Education was successfully rolled out in rural schools in Myanmar. The head teacher at the Basic Education Primary school #16 (Thankangyunn) declared it ‘an inspiring solution to answer our most pressing educational needs. Accessing the lesson plans via the toll free number felt like having an extra pair of hands in the classroom’.

Following the success of this trial, Colgate now intend to roll out the initiative across the rest of Myanmar.

[Limited data is available at this time due to this being a new market and there being no established market share data available yet]