Save Water

Global Corporate Social Responsibility Campaign

 

Water scarcity is a leading concern that impacts people globally. Colgate responded to this growing threat with their worldwide Save Water initiative. The goal was to educate consumers about the water that could be saved by simply turing off the tap while brushing. 

The Save Water campaign needed to convince consumers that their small actions could have a large impact cumulatively. The team developed an emotional story around making every drop count which motivated consumers to consider their daily actions. 

  • Brainstormed strategic platforms
  • Developed arresting visual treatments 
  • Presented concepts to client 
  • Implemented national activations in-store and online 

 

 
Final Key Visual for the Global Save Water campaign

Final Key Visual for the Global Save Water campaign

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In-store activations that were executed globally

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Social media executions for Facebook

Digital banner activations for Tesco 

Digital banner activations for Tesco 

Creative exploration for key visual concepts

Save Water with Michael Phelps

Global Corporate Social Responsibility Campaign

 

Following the success of the 2017 Save Water initiative, Colgate decided to renew their efforts for 2018. They enlisted the help of Olympic medalist, Michael Phelps, to help raise awareness about the importance of turning off the faucet while brushing. Michael Phelps became the brand ambassador for Colgate's Save Water initiative, since he was strongly associated with the importance of water. 

Colgate aimed to remind consumers the importance of saving water through various social media channels. The initial video announcement of Michael Phelps' partnership gained traction with a funny clip of Phelps brushing his teeth. Subsequent Snapchat videos helped to gain momentum on Earth Day. Finally, Colgate released a series of Tales of Two-Minutes that illustrated water shortage issues within the time it takes to brush your teeth. 

  • Brainstormed social media activation
  • Worked collaboratively with IMC team
  • Presented concepts to client 
  • Implemented national activations on social media and e-commerce 

 

 
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The first ever upside down Snapchat ad helped show how easy it is to turn off the tap

The first ever upside down Snapchat ad helped show how easy it is to turn off the tap

Michael Phelps posted a reminder to his Twitter to save water for Earth Day

Michael Phelps posted a reminder to his Twitter to save water for Earth Day

On Instagram, Michael Phelps showed he wasn't only known for his goofy stretches but also for saving water

On Instagram, Michael Phelps showed he wasn't only known for his goofy stretches but also for saving water

In a Facebook Live video, Michael Phelps connected with his fans to answer questions about saving water 

In a Facebook Live video, Michael Phelps connected with his fans to answer questions about saving water 

Tales of Two-Minutes showed the real impacts that water shortages have on people's lives 

Final Key Visual for the Global Save Water campaign

Final Key Visual for the Global Save Water campaign

A Michael Phelps Save Water banner was developed to be included on all Colgate e-commerce 

A Michael Phelps Save Water banner was developed to be included on all Colgate e-commerce 

Softsoap Zen

New product e-commerce launch

 

Softsoap launched a new product, Pure Zen, which had an elegant, soothing fragrance. They wanted to give their consumers a small reprieve from their hectic daily lives. Pure Zen was positioned as a unique fragrance that transported consumers to a special moment of relaxation. 

Softsoap needed to define the concept of ‘zen’ to feel authentic and ownable. The team challenged themselves to find a visual expression of zen that embodied calmness and elegance. Pure Zen immersed their consumers in the transformative experience of water. 

  • Wrote copy headlines that defined ‘zen’ 
  • Sourced imagery for conceptual execution 
  • Presented concepts to client 
  • Enhanced brand while creating unique variant benefits  

 

 
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Final Key Visual for Softsoap Zen body wash

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e-Commerce executions for Amazon

Creative exploration for key visual concepts

Colgate Slim-Soft Toothbrush

New product e-commerce launch

 

Colgate launched a new Slim-Soft toothbrush with the slimmestbristles to improve gum health. It was imperative to communicate the duality of a powerful yet gentle clean. Colgate positioned this new product as simple, elegant, without bells and whistles.   

Slim-Soft’s simple design targeted sophisticated consumers who valued minimalism and precision. The team developed two strategic directions; the first highlighted the benefits of simplicity while the second played with the juxtaposition of gentleness and strength. 

  • Lead project from concept development to deliverables 
  • Created innovative design treatment 
  • Worked with the client and insights group to refine concepts
  • Produced digital e-commerce toolkit 

 

 
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Final Key Visual for Colgate Slim-Soft toothbrushdse

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e-Commerce execution for Amazon

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National in-store aisle violator with demo brush head

Creative exploration for key visual concepts

Softsoap Healthy Hands Program

Refresh of national health platform

 

Softsoap needed to refresh their cough, cold, and flu platform to create a year-round healthy hands program. They wanted to encourage families to wash their hands throughout the year. They aimed to launch during the back-to-school period, to encourage healthy hand habits before the cough, cold, and flu season. 

Softsoap needed to convince children to wash their hands after playing outside and during school. The team created two different visuals (one for drug, one for grocery) under the "for everything kids touch there's Softsoap" campaign idea. 

  • Worked with creative team to develop unique visuals
  • Interpreted essence of the previous cough, cold, and flu platform
  • Collaborated with client to refine brief and strategy 
  • Developed activations for market research testing 

 

 
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Final Key Visual for healthy hands platform for grocery

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Final Key Visual for healthy hands platform for drug

Final Key Visual for healthy hands platform for summer drug and grocery

Final Key Visual for healthy hands platform for summer drug and grocery

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Endcap execution for Walmart

Facebook activations during cough, cold and flu season

Facebook activations during cough, cold and flu season

Ibotta coupon ad

Ibotta coupon ad

Strategic territories and mood boards

Image exploration and creative development

Softsoap Earth Blends

New product national launch

 

Softsoap launched a new product, Earth Blends, to enter the natural-light personal care category. They wanted to offer a better-for-you option for consumers that were discovering the natural category, while maintaining the signature Softsoap fragrance experience that consumers loved.  

Softsoap needed to convince loyal consumers to trade-up to the natural category. The team created a tantalizing sensory experience that cued the good-for-you message while highlighting the great fragrance of Softsoap. Earth Blends retained the equity of Softsoap while capturing a new market.  

  • Worked with creative team to develop unique visuals
  • Interpreted essence of the brand for new positioning
  • Collaborated with client to refine brief and strategy 
  • Developed activations for market research testing 

 

 
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Final Key Visual for Colgate Slim-Soft toothbrushdse

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e-Commerce execution for Amazon

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National in-store aisle violator with demo brush head

Creative exploration for key visual concepts

Ways To Chill Out For Cheap

 

ReachOut.com is the leading mental health resource in Australia for young people. This series of social media illustrations showed ways to relax to reduce stress and promote mental health. 

 
Read the full article   HERE

Read the full article HERE

Take the quiz   HERE

Take the quiz HERE

Paired Sock Company

Brand Identity Project

 

Paired is an Australian sock company that offers vibrant, funky, unique socks at affordable prices for adults and children. They needed a new brand identity for a relaunch.  

 
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