Red Fuse powers Y&R Yangon to Myanmar's first ever Cannes Lion for Colgate-Palmolive campaign

Colgate_Myanmar.jpgRed 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.



Joe said:

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.,Fuse

Joe said:

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.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.