Colgate: Apple

Credits & Description:

Sensitive teeth are a much more common problem than people imagine. And one of the most annoying ones. The campaign’s goal is to position in a fun, impactful way Colgate Sensitive Pro-Alívio (pro-relief) as the ideal toothpaste to take care of more sensitive teeth. The idea is to compare the “pain” that a bite would cause on a fruit or ice cream to the pain this fruit or ice cream causes on more sensitive teeth.
The toothpaste market is very conservative, always guided by using evidence of results through demonstration. We took the opposite route. We bet on a striking visual language and on a provocative, fun approach.
There are two crucial elements in the execution of a campaign. The first is a light, comic tone. This importance is highlighted by the “bite battle”. Which one causes more pain? The teeth or the food? The second important element is the visual impact. Strong colors and simple lines go against what is usually seen in this kind of campaign.
Media: Print
Category: Cosmetics & toiletries
Client: Colgate
Agency: Y&R São Paulo
Country: Brazil
Client Services Director: Flavia Fusco Fernandes
Executive Creative Director: Rui Branquinho
Creative Director: Rui Branquinho
Art Director: Kleyton Mourão
Copywriter: Pedro Guerra
Copywriter: Roberto Pereira
Copywriter: Thiago Espeche
Head of Art: Felipe Pavani
Illustrator: Feppa Rodrigues
Print Producer: Ronaldo Cavalcante
Media: Gustavo Gaion and Marcello Bolla
Art Buyer: Monica Beretta and Stephanie Wang