Colgate Design & Branding NOTEPAD by Y&R Sao Paulo


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Industry Oral Hygiene
Media Design & Branding
Market Brazil
Agency Y&R Sao Paulo
Creative Director Sergio Fonseca, Pedro Cappeletti, Flávio Casarotti
Art Director Luciano Sorrentino
Copywriter Paula Piana Zebrak
Released January 2011

Credits & Description

Category: Self Promotion
Advertiser: COLGATE
Agency: Y&R
Date of First Appearance: Jan 1 2011
Entrant Company: Y&R, São Paulo, BRAZIL
Chief Creative Officer: Rui Branquinho (Y&R)
Creative Director: Flavio Casarotti (Y&R)
Creative Director: Sergio Fonseca (Y&R)
Copywriter: Paula Piana Zebrak (Y&R)
Art Director: Luciano Sorrentino (Y&R)
Scientific Affairs Manager: Patricia Bella Costa (Colgate)
Media placement: Notepad - Dentist Office - 03/01/2011

Describe the brief from the client
The briefing is to develop a gift to dentists, that is related with the product Colgate Total Professional Whitening. We want to emphasize the product's benefits: that after the continuous usage the smile goes gradually whiten.

Describe the challenges and key objectives
The main challenge of this brief is to impact the dentist in the office with a gift that can useful every day. It’s important that it becomes evident that the gift was thought for him, to increase brand loyalty and also represents the benefits that the product can offer.

Describe how you arrived at the final design
The design was inspired on the traditional yellow pages notepads. In order to demonstrate the benefit of the product, the yellow pages go gradually white with use, making a reference to the use of the product.

Give some indication of how successful the outcome was in the market
Dentists are not only using these notepad for notes, but also to demonstrate to their patients the efficiency of the product, once the benefit is delivered after the continuous and constant usage.