Colgate Design & Branding PICTURE by Futurecom Switzerland


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Industry Oral Hygiene
Media Design & Branding
Market Switzerland
Agency Futurecom Switzerland
Executive Creative Director Thomas Engeli
Art Director Milan Pavic
Copywriter Patrick Bucher
Released April 2011

Credits & Description

Category: Online Digital Design
Advertiser: COLGATE
Product/Service: TOOTHPASTE
Executive Creative Director: Thomas Engeli (Futurecom Interactive)
Copywriter: Patrick Bucher (Futurecom Interactive)
Art Director: Milan Pavic (Futurecom Interactive)
Screendesign: Julia Miller (Futurecom Interactive)
Account Manager: Nina Remmers (Futurecom Interactive)
Account Manager: Boris Manhart (Futurecom Interactive)
Flasher: Marcin Kolonko (Futurecom Interactive)
Media placement: Facebook Application - Facebook - 12.04.2011

Describe the brief from the client
Colgate asked for a Facebook application for the Colgate Total Facebook fan-page. The Facebook app should advertise the 12-hour antibacterial protection of the toothpaste, enhance consumer engagement, and augment the Facebook community. Target group: 35-50 year old women.

Describe the challenges and key objectives
To dramatise the 12-hour protection of the toothpaste, we created the longest picture on the internet. Using collage and digital painting techniques, a giant Wimmelbild ('teeming picture') evolved: 36,000x1,500 pixels, or 12.7x 0.53 metres. The picture shows all kinds of sceneries, people, and objects embedded in a day cycle, depicted the most detailed manner.

Describe how you arrived at the final design
Hidden in this picture are 12 dental guardian angels. The users who found all the angels could participate in a contest. Those who use the 12-hour protection toothpaste had an advantage: more time for searching.

Give some indication of how successful the outcome was in the market
Thanks to the application, Colgate gained thousands of new Facebook fans and addresses.