This is the third bronze statue awarded to the agency at this year’s Cannes festival.
‘The Colgate Plax radio spots humorously use hyperbolised everyday moments to address the unpleasant topic of bad breath through the ‘theatre of the mind’ concept,’ explains Rui Alves, Executive Creative Director of Y&R South Africa’s Johannesburg office. Using the tagline ‘Don’t let your breath announce your arrival’, the agency created three individual spots where someone’s breath seemingly enters a room before they do – a teacher in a classroom, a man about to be surprised for his birthday, and a bride getting ready to march down the aisle.
“It’s been a bumper year for South African radio at Cannes,” commented Graham Lang, Chief Creative Officer of Y&R South Africa. “Local agencies have achieved a remarkable shortlist to metal conversion and we are not only proud of our Colgate Plax radio campaign, but of being able to represent South Africa on the global stage.”
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