Colgate
Night Brushing
We were briefed by Colgate to get kids around the world excited about brushing their teeth at night. With only 1 in every 4 kids currently brushing, this was no easy task. We know that kids don't like doing anything new or that seems like a chore, so to get them excited about night-brushing we needed to find a new approach to meet the brief.
We worked with behavioural scientists to identify piggy-backing occasions that we could activate as an ideal time to get kids to brush at night.
We worked with behavioural scientists to identify piggy-backing occasions that we could activate as an ideal time to get kids to brush at night.
We needed get kids excited about brushing at night while educating parents on the benefits and the need for night brushing. And, it needed to work in multiple languages, with Spanish being the first to go live in South America and Europe following shortly thereafter.
We created a music video, starring characters from the existing Colgate "Bright smile. Bright futures." campaigns, along with a few new characters. We gave them a 3D make-over, taught them some cool dance moves and even wrote them a chart-topping single. The characters depicted in the music video showed off the fun that's associated with brushing at night linked to each of the piggybacking occasions. The music video doubles as a TVC, with a special night-time media booking in end markets.
The music video was awarded a Film Craft Finalist at Loeries 2022.
Along with the music video, we also created a host of habit-building collateral, from an online hub filled with alarms that parents can set on their phones to ring at their preferred Smile O'clock time-slot, to reward charts and a dance tutorial. There's also a variety of executions aimed at educating parents on the benefits of brushing at night. In conjunction with this, there's a set of executions that's aimed at getting kids excited about brushing at night with their parents. These include social media elements and opt-in WhatsApp reminders that are sent to parents every night.
The hub has gone live in Spanish, with the English version coming soon. All content for the hub was approved in English and then translated into the respective languages needed per regional hub.
Industry awards are amazing, but making work that actually lives in peoples' lives is a very different, enigmatic feeling. This is a comment from a Mom who reached out to Colgate after Smile o'Clock aired in Brazil.
Agency: VMLY&R New York (Redfuse)
Global CCO: Fred Saldanha
Creative team: Kelita-Ria Ganesh, Liesel Tiemesmann.
3D & Animation: Black Ginger, directed by Marco Raposo de Barbosa.
Music & Lyrics: Mophonics
Agency Producer: Kurt Kirchner
Choreography: Shameelah Kinnear
