The Freshness Trampoline

We have brought 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 add related to a feeling: freshness.
These past years Colgate have tried to sell the brand as a treatment. They have positioned them-selves as clinical recall of purity and white. The perfect smile, as an icon a cleanness 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, but the ludic 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.