This Colgate ad shows the interactions representatives of the oral health brand had with UK locals during a promotional event.
To involve people of all ages and backgrounds, the brand put up a large billboard in a busy shopping center. The background was red and the white lettering that covered it read: "Keep Britain Smiling." Representatives of the brand invited those passing by to take a photo in front of the billboard, as part of an effort to collect and share the many different smiles that make up Britain. Polaroids of the shots were offered to participants and digital versions were uploaded to the brand's Facebook page.
In addition, people were given gift bags that contained some of the brand's products, so that they could try them out at home and share them with family and friends.