The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Consumer Radio / Single
Annual ID
08345R
About the Work
In all its communication Colgate 360 Toothbrush has promised complete and thorough cleaning for the mouth. We now wanted to take this message to the youth, in a manner that appealed to their irreverent nature. And we found the solution in the most common expression of this irreverence ñ hip-hop songs. Songs that are full of expletives and vulgarities that the radio stations have to beep out. Even more so in a society that's as conservative as Malaysia.
So we created a media innovation of a ìbrushing soundî to replace the ìBEEPî; and tied up with a radio station to use the same. Right after the songs that needed censoring was played the brand message - Colgate 360 Toothbrush. Get the filth out of your mouth.
So we created a media innovation of a ìbrushing soundî to replace the ìBEEPî; and tied up with a radio station to use the same. Right after the songs that needed censoring was played the brand message - Colgate 360 Toothbrush. Get the filth out of your mouth.
2008 Awards
Total Points: 5
Merit
Credits
Production Company
WASP Studios
Group Creative Director
Rahul Mathew
Writer
Nikhil Panjwani
Rahul Mathew
Agency Producer
Jenny Lim
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