Australia’s Next Top Model lands at GPY&R Sydney for Colgate Optic White viewing party

Last night Australia’s Next Top Model contestant Jade Collins made a special guest appearance at Australia’s oldest advertising agency George Patterson Y&R for the Colgate Optic White private viewing party.

The episode which aired last night on FOX8 at 7.30pm, unveiled 20-year-old Collins winning the challenge to become the new face of Colgate Optic White print campaign in Australia.

The Colgate Optic White casting challenge which was created by the GPY&R Sydney advertising agency, featuring Matt O’Brien, brand manager of Colgate Optic White and Julian Watt, executive creative director of Y&R Group Sydney, placed the models in a real life casting session.

Says O’Brien: “The casting and creative process provided a seamlessly integrated platform from which to drive an authentic and highly engaging output.  For the Colgate Optic White brand to be represented by such a bright and approachable home grown talent like Jade is something pretty special.”

Says Collins: “The challenge was great to win; it was my first paid job plus a product that I already had been using. My mum will be super proud of me as she has always emphasised the importance of taking care of my teeth.”

Says Watt: “The strongest ideas are embedded in the popular culture, and it’s not often you find a branded content fit as seamless as this. The two properties amplify each other tremendously well.”

The Optic White campaign, developed by MEC, is aimed at driving awareness and trial of Optic White toothpaste among women aged 18 to 39, and growing the overall whitening category.

The brand integration of the campaign is also supported by a social media strategy developed by Y&R Group Sydney’s digital agency, VML.

Collins will be featured in the new Optic White print ad to be released in Australia on August 26th.

(1. Matt O’Brien – Brand Manager of Colgate Optic White, Jade Collins – Australia’s Next Top Model Optic White winner, Christopher Pedley – George Patterson Y&R’s ‘Congeirge’ (Receptionist))