GINGERBREAD MAN by Saatchi & Saatchi Guangzhou for Crest

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GINGERBREAD MAN

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Industry Oral Hygiene
Media Design & Branding
Market China
Agency Saatchi & Saatchi Guangzhou
Executive Creative Director Edmund Choe
Creative Director Gloria Hung
Art Director Fan Ng, Jenny Chua, Zhenjiang Chen, Wen Ji, Kat Tan
Copywriter Frankie Fung, Andy Greenaway Clement, Summer Xia
Photographer Jacky Ma
Account Supervisor Abbey Tsui, Brenda Lin
Illustrator Choonfai
Released November 2011

Credits & Description

Category: Illustration
Advertiser: P&G
Product/Service: CREST KID'S ANTICAVITY TOOTHPASTE
Agency: SAATCHI & SAATCHI GUANGZHOU
Executive Creative Director: Fan Ng/Andy Greenaway/Edmund Choe (Saatchi & Saatchi)
Creative Director: Frankie Fung/Kat Tan/Gloria Hung (Saatchi & Saatchi)
Art Director: Kat Tan/Fan Ng/Jenny Chua/Wen Ji/Zhenjiang Chen (Saatchi & Saatchi)
Copywriter: Andy Greenaway/Frankie Fung/Summer Xia (Saatchi & Saatchi)
3D: (Mirage Works)
Retoucher: (Procolor)
Illustrator: Choonfai
Account Supervisor: Brenda Lin/Abbey Tsui (Saatchi & Saatchi)
Planner: David Reid (Saatchi & Saatchi)
Creative Service Director: Lily Jin (Saatchi & Saatchi)
Photographer: Jacky Ma
Media placement: Indoor Posters - Dental Clinic - 1 April 2012 - 30 April 2012

Describe the brief from the client
The brief was ‘make children think more about brushing their teeth’. They had introduced a fun new toothpaste for children, and our executions needed to reflect this. It couldn’t be a ‘normal’ scientific anti-cavity ad. If we were going to make children think more about brushing their teeth, we needed to inject some fun into their oral care routine.

Describe the challenges and key objectives
The key challenge facing us was that children weren’t brushing their teeth often or long enough, especially after eating sweets. They didn’t think it was much fun, and this resulted in increased cavities amongst children. Our objective was clear. Make brushing teeth an enjoyable experience and encourage a daily oral care habit.

Describe how you arrived at the final design
Our creative idea was designed to demonstrate that after eating sweets they can ‘settle in’ and start getting up to all sorts of mischief if left to their own devices. Our fun design featuring 3 iconic sweets of gingerbread man, gummy bear and chocolate bunny, were designed to encourage children to brush their teeth more often and have fun.

Give some indication of how successful the outcome was in the market
Several dental clinics asked for more posters as they were inundated with requests from customers for them. The client’s consumer hotline was also swamped with calls from mothers asking where they could buy the toothpaste. The posters certainly made an impact. Print ads of the design were also run and reached over 150,000 people.