Colgate-Palmolive and Red Fuse Y&R strike Gold with 4 Cannes Lions
24 June, 2014
Collaborative campaign wins network’s and Myanmar’s first Lions
— Colgate-Palmolive’s ‘Turning Packaging into Education’ campaign from Red Fuse Communications Hong Kong has won a stunning 4 Cannes Lions - 1Gold, 2 Silver and 1 Bronze. In collaboration with Y&R Yangon and Y&R Malaysia, these are the world’s first Cannes Lions wins for Myanmar and Red Fuse’s debut wins at advertising’s most prestigious awards.
Last Wednesday night at Cannes’ famous Palais des Festivals, the Colgate-Palmolive campaign garnered 1Gold and 2 Silvers in the Design category for Red Fuse and Y&R, bringing the campaign’s total wins to 4 Lions following a Bronze win in the Outdoor category on Tuesday. The ‘Campaign’ wins at Gold, Silver & Bronze each comprise 3 Posters: ‘Cavities Attack at Night’, ‘Good Food vs Bad Food’ and ‘Grandpa’s Teeth’.
Commenting on the win, Steve Forcione, CEO, Red Fuse said, “Work that improves lives, builds the Colgate brand and wins awards, that's as good as it gets. We are very proud of all of our creative who performed so well at Cannes.”
Jason Oke, Regional Managing Director Asia, Red Fuse Communications said, "We are thrilled at being able to help get the country of Myanmar on the world's creative map. And more than that we are grateful for the strong relationship we have with Colgate-Palmolive.
It's a partnership that allows us to develop creative solutions leveraging all areas of their business, and where all ideas are welcome.”
Added Chairman & Chief Creative Officer Red Fuse Asia Tan Shen Guan, "Colgate is one of the most trusted and best loved brands across the global for very good reasons."
Turning Packaging into Education:
Targeting primary school children with very little or zero access to traditional or digital media, the creative idea led to a set of classroom posters that explained the importance of good oral health and how to achieve it.
With the Colgate distribution network growing into the deepest pockets of the country, it was decided to actually print the posters inside the large cardboard boxes housing the familiar red toothpaste cartons, knowing they would reach the rural areas that traditional media couldn’t. Local store owners took the posters to their children’s school. Instead of using westernized educational materials, a beautiful series of posters were designed in traditional Burmese illustration styles: a combination of native folk art, local insight and oral care truths. Interactivity was added by providing a toll-free phone number for teachers to call to be able to listen to recorded educational materials.
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About Red Fuse Communications
Red Fuse Communications is WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide. The Red Fuse team comprises all of Colgate-Palmolive’s trusted agency partners including Y&R, MEC, Y&R Retail, Wunderman | Agenda, VML and ghg. With offices in New York, Hong Kong, Paris, Mumbai, Kansas City, Sao Paulo, and Prague, Red Fuse delivers fully integrated campaigns on a daily basis to over 225 countries.
Y&R is one of the leading global marketing communications companies. It is made up of the iconic Y&R Advertising agency; VML, one of the most highly regarded and fastest-growing digital agencies in the world, and iconmobile, one of the premier mobile marketing companies.
Y&R’s largest agency, Y&R Advertising, has 187 offices in 91 countries around the world, with clients that include, Campbell’s Soup Company, Colgate-Palmolive, Danone, Virgin Atlantic, Xerox, GAP, Land Rover, and Telefonica, among many others.
Y&R is part of WPP (NASDAQ: WPPGY).