FAMILY TREE by GPY&R Sydney for Colgate

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FAMILY TREE

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Industry Oral Hygiene
Media Design & Branding
Market Australia
Agency GPY&R Sydney
Executive Creative Director Julian Watt
Creative Director David Joubert
Art Director Steven Iannello
Copywriter Bart Pawlak
Released April 2012

Credits & Description

Category: Posters
Advertiser: COLGATE-PALMOLIVE
Product/Service: ORAL CARE
Agency: GEORGE PATTERSON Y&R
Executive Creative Director: Julian Watt (George Patterson Y&R)
Creative Director: David Joubert (George Patterson Y&R)
Art Director: Steven Iannello (George Patterson Y&R)
Copywriter: Bart Pawlak (George Patterson Y&R)
Group Account Director: Sasha Firth (George Patterson Y&R)
Illustrators: Red Ape Illustrators (Red Ape Illustrators)
Media placement: Posters - Internal Promotion - 12 April 2012

Describe the brief from the client
Protecting people's smiles is something Colgate has been doing for generations. Colgate wanted to inspire the loyalty of a new generation of consumers based on this heritage, and the trust that it elicits.

Describe the challenges and key objectives
The Colgate heritage story is an involved one. We needed to create a piece of design that instantly communicated the lengthy heritage story, engaging enough to hold a viewers attention while they wait in a dentist's surgery or pharmacy.

Describe how you arrived at the final design
The final design was inspired by the range of beautiful packaging Colgate have in their historical archives. Presented as if they were successive generations in a family tree diagram, the evolving packs of oral hygiene products allowed us to instantly convey the passage of time, as well as the intimate, familial relationship the brand has enjoyed with its consumers. The aged, manuscript feel of classic family tree designs also informed the approach and add to the aesthetic appeal.

Give some indication of how successful the outcome was in the market
Still in market.