Creativity

Colgate's Hotel Sink Liners Will Guilt You Into Conserving Water

Brand Teamed Up With Marriott to Highlight Brazil's Water Shortage

By Alexandra Jardine. Published on May 13, 2016

Editor's Pick

In Brazil, Colgate teamed up with hotel chain Marriott to remind guests of the country's water shortage by alerting them not to waste water when toothbrushing. They did this with a simple image of a child standing in a parched field, that lined the basins in hotel bathrooms, capturing guests' attention just at the place where they brush their teeth.

The campaign, by Redfuse Y&R New York, ran in hotel rooms across Sao Paulo and Recife, cities greatly affected by the lack of water in the past year. The resulting publicity video, seen here, was launched on March 21 (World Water Day), resulting in 4.8 million impressions in a 24-hour period.

We'd love to see what an idea like this would yield in other drought-stricken areas, like California.

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About

Credits

Date
May 13, 2016
Agency:
Red Fuse New York
Client:
Colgate
Managing Director:
Ranjana Choudhry
Agency:
Y&R New York
Executive Creative Director:
Gloria de la Guardia
Creative Director:
Gerard Garolera
Creative:
Rodrigo Guaxupe
Creative:
Gerard Garolera
Production Company:
2 Irmaos Filmes
Group Account Director:
Fernanda Giacomelli
Sound Studio:
Ramiro Garcia
Photographer:
Mauricio Candela
Account Executive:
Malia Cone

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