2. Objective: Getting people across the world to close the tap when
they are brushing their teeth in the morning and night.
3. Challenge: Creating an impactful message that can help
reminding them why they should close the tap when brushing
their teeth.
4. Solution: Distributing our message across the world with the
help of Colgate, the highest selling toothpaste in the world, in
order to reach as many people as possible.
6. A special water-sensitive
white paper will be included
in Colgate toothpaste boxes
with nothing but a call to
action for people to act on:
putting it under the tap
while brushing their teeth.
7.
8.
9.
10. When the paper comes in
contact with water, this
message will appear.
