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Colgate-Palmolive

Driving behavioural change on a global scale

Driving behavioural change and purchase frequency with a series of ‘nasty’ CGI animations for Colgate-Palmolive.

THE INSIGHT

People typically change their toothbrush 1.6 times a year; not realising that bad bacteria lurks in the bristles.

THE APPROACH

The aim was to encourage consumers to change their toothbrushes at least every three months. So we created films focused on seasonal events to align with the required three-month purchase cycles. By using humour the project also signalled a clear, creative departure from the scientific approach normally taken by oral care brands.

THE OUTPUT

We produced four CGI animations: ‘Sick With Fear’, ‘New Fear’s Eve’, ‘Spring Mean’ and ‘Summer Horrorday’. The full production was handled by us. This included characterisation, scripts, voiceovers, animatics, set filming and full CGI animation.

THE RESULTS

The films delivered increased frequency of toothbrush purchase in major retailers and an industry leading click-through rate. The characters were so successful they’ve been exported to overseas markets.