Kancil Awards

The Malaysian Advertising Awards

(12.1) Direct [Direct Mail] - BRONZE, All Old Toothbrushes Are Evil, Y&R Malaysia

Brief
3-month-old toothbrushes are a hot bed of germs and bacteria. Parents and children don't know that. Our objective was to educate our target audience through our existing customer base.

Solution
The idea was to create a series of scary books called the Colgate Read or Lose Teeth books. This was based on the insight that children love a good scare every once in a while. And what kid doesn’t enjoy a good story. Our desired outcome was to entertain kids while teaching about proper dental care and changing their 3-month-old toothbrushes. Essentially, behavioural change.

Title
All Old Toothbrushes Are Evil

Product / Service
Toothbrush

Client
Colgate-Palmolive Philippines

Executive Creative Director
Gigi Lee, Shen Guan Tan, Badong Abesamis

Creative Director
Joshua Tay

Copywriter
Jonn Dogra, Claira Chan

Art Director
Simon Yip, Joshua Tay, Eric Tee

Designer
Simon Yip, Eric Tee

Illustrator
Somjai Satjatham, Lo Weng Heng, Eric Tee, Wong Jing Wen, Shrny Chin

Typographer
Simon Yip, Eric Tee

Print Producer
T L Tan, Ariel Bautista

Photographer
Image Rom

Client Service
Caroline Slocombe, Maya Roldan, Nery Neves

Digital Team
Lecxis Angeles, Bea Barlaan, Diaron Lique, Dennis Ponce

 

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