Together with Colgate and FollowMeTo, we launched a large-scale campaign “Follow the Ancient Secrets”.
OBJECTIVE
Announce the launch of a new line of Colgate brand products in Russia and tell consumers about the unique ingredients for the category of oral care.
INSIGHT
The Russian FMCG-sector audience is distinguished by an appeal for new and unusual while trusting and often turning to the experience of centuries-old traditions.
IDEA
The brand decided to focus on the ancient secrets of China and created a line of products that contained sea salt, lotus, aloe, algae, and lemon – the traditional ingredients of Chinese medicine, combining them with modern technology and Colgate knowledge. We developed the theme of ancient Chinese secrets and offered to give each user the opportunity to go to China after the ancient secrets of the new ingredients of the Colgate line. For the role of the travel guide, the founders of the FollowMeTo project Natalia and Murad Osman seemed to be the best fit. It was Natalia who became the face of the campaign “Follow the Ancient Secrets”. The user’s trip to China begins on the site, where they can read a mini-book about themselves as the main character: 5 chapters, 5 ingredients, 5 adventures with Natalia Osman. Each chapter is a search for oneself, a search for an ingredient, a meeting with gurus and sages, and the unfolding of an ancient secret.
Agency: POSSIBLE
Client: Colgate
2017
PROJECT TEAM
COLGATE-PALMOLIVE
Marketing Director: Maria Veretennikova
Director of Innovation in the Category of Oral Care Products: Irina Nekhochina
Marketing Manager of Oral Care Products: Narine Tumanova
Senior Marketing Manager of Innovative Products: Natalia Mamina
Junior Product Marketing Manager: Inna Chuvilina
POSSIBLE GROUP
Creative Director: Maryam Akhunova
Creative: Amina Suleeva
Strategist: Maria Vertkina
Art Director: Evgenia Kuznetsova
Designer: Anna Trotsina
Client Service Director: Sergey Rozhnev
Account Director: Natalia Khorokhorina
Account Manager: Anna Kanikovskaya
Project Manager: Alexander Patluh
#FOLLOWMETO
Director: Tatiana Gulina
Operator: Aidar Sharipov
Producers: Andrei Samsonov, Yulia Samoilova
Production Coordinator: Vladislav Bordyuzha
Editor: Yuri Karich
Composer: Grigiry Khiromoda
Project Manager: Anastasia Zhuravel
Guide: Anna Bessmertnaya
HYPE PRODUCTION
CASE STUDY
Script: Maryam Akhunova, Amina Suleeva
Art Director, Motion Designer, Video Editor: Sergey Yumakov
Behance Project Cover: Evgenia Kuznetsova
