CLIENT
Procter & Gamble
Greg Barntsen, Brand Manager Crest North America
AGENCY
Rob Feakins, CCO, President
David Corr, Executive Creative Director
Tony Gomes, SVP, Creative Director
George Logothetis, ACD, Copywriter
Xavier Rodon, ACD, Art Director
Erica Herman, Strategy Director
Angela Pasqualucci, EVP, Global Oral Care BAL
Cheryl Loo, VP, Acct. Director
Carine Johannes, Acct. Supervisor
MSL Group
Starcom MediaVest Group
ARC Worldwide
Tool of North America
SUMMARY
Crest & Oral-B used Halloween as a teachable moment for dental hygiene. But rather than droning on about naughty trick or treating, we celebrated how people need a Time Out from all the rules of good behavior we tend to live by. Instead of demonizing the day, we celebrated the indulgent candy devouring because after all, Halloween isn't Halloween without the candy. #SweetHalloween is possible because Crest & Oral-B have you covered. Our call to action was for people to print an e-coupon and buy Crest & Oral-B products along with the candy corn and gummy worms. We increased sales on our $1 billion+ business in a short 4 weeks on a miniscule budget all by joining in the spirit of Halloween
