Freshness as Identity
We have turned freshness into a volume and we have put it into an existing space.
The assignment was to re-think the idea of a white space, the idea of an habitable ad related to a feeling: freshness.
These past years Colgate has tried to sell the brand as a treatment. They have positioned themselves as clinical recall of purity and white. The perfect smile as an icon of cleanliness and healthiness.
Of course they have achieved that. So, what if we try to show people the experience. Not the technical way of being a Colgate costumer customer, but the playful one. The project is about wrapping a space. To put the product into a clean fresh “cloud” of sensations and take it on tour around the world (literally). We’ve taken these big elastic pillows, filled with Colgate gel, and we have built a big white trampoline so that the costumers can dive into freshness.