Red Fuse powers Y&R Yangon to Myanmar’s first ever Cannes Lion for Colgate-Palmolive campaign
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. The campaign won a Bronze Lion in the Outdoor category announced this evening in Cannes.
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.
Red Fuse Communications is WPP’s full-service integrated global agency dedicated to serving all of Colgate-Palmolive’s brands worldwide.
2 Comments
The way this story is written is highly misleading and should be rectified. Y&R Yangon had nothing to do on this entry. They aren’t even mentioned in the Credits.
http://winners.canneslions.com/2014/outdoor/entry.cfm?entryid=18407&award=101&order=0&direction=1&keywords=Red,Fuse
Ok. So it seems that the entry has been ‘fixed’ now. Y&R Yangon does appear. This was certainly not the case yesterday when I noticed. Should have got a screen shot to establish that. Anyway now that YR Yangon are credited – Congrats.