Crest: CHOCOLATE BUNNY

Credits & Description:

Category: Illustration

Advertiser: P&G

Product/Service: CREST KID'S ANTICAVITY TOOTHPASTE

Agency: SAATCHI & SAATCHI GUANGZHOU

Executive Creative Director: Fan Ng/Andy Greenaway/Edmund Choe (Saatchi & Saatchi)

Creative Director: Frankie Fung/Kat Tan/Gloria Hung (Saatchi & Saatchi)

Art Director: Kat Tan/Fan Ng/Jenny Chua/Wen Ji/Zhenjiang Chen (Saatchi & Saatchi)

Copywriter: Andy Greenaway/Frankie Fung/Summer Xia (Saatchi & Saatchi)

3D: (Mirage Works)

Retoucher: (Procolor)

Illustrator: Choonfai

Account Supervisor: Brenda Lin/Abbey Tsui (Saatchi & Saatchi)

Planner: David Reid (Saatchi & Saatchi)

Creative Service Director: Lily Jin (Saatchi & Saatchi)

Photographer: Jacky Ma (Saatchi & Saatchi)

Media placement: Indoor Posters - Dental Clinic - 1 April 2012 - 30 April 2012



Describe the brief from the client

The brief was ‘make children think more about brushing their teeth’. They had introduced a fun new toothpaste for children and our executions needed to reflect this. It couldn’t be a ‘normal’ scientific anti-cavity ad. If we were going to make children think more about brushing their teeth, we needed to inject some fun into their oral care routine.



Describe the challenges and key objectives

The key challenge facing us was that children weren’t brushing their teeth often or long enough, especially after eating sweets. They didn’t think it was much fun, and this resulted in increased cavities amongst children. Our objective was clear. Make brushing teeth an enjoyable experience and encourage a daily oral care habit.



Describe how you arrived at the final design

Our creative idea was designed to demonstrate that after eating sweets they can ‘settle in’ and start getting up to all sorts of mischief if left to their own devices. Our fun design featuring 3 iconic sweets of gingerbread man, gummy bear and chocolate bunny, were designed to encourage children to brush their teeth more often and have fun.



Give some indication of how successful the outcome was in the market

Several dental clinics asked for more posters as they were inundated with requests from customers for them. The client’s consumer hotline was also swamped with calls from mothers asking where they could buy the toothpaste. The posters certainly made an impact. Print ads of the design were also run and reached over 150,000 people.