Red Fuse Communications Hong Kong has powered Y&R Yangon to win Myanmar’s first ever Cannes Lions trophy for Colgate-Palmolive’s ‘Turning Packaging into Education’ campaign.
Targeting primary school children with very little or zero access to traditional or digital media, the creative idea led to a set of classroom posters that explained the importance of good oral health and how to achieve it.
With the Colgate distribution network growing into the deepest pockets of the country, it was decided to actually print the posters inside the large cardboard boxes housing the familiar red toothpaste cartons, knowing they would reach the rural areas that traditional media couldn’t. Local store owners took the posters to their children’s school. Interactivity was added by providing a toll-free phone number for teachers to call to be able to listen to recorded educational materials.
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