Colgate Wisp Content Campaign
Colgate · The Social-First Era · ~2005 -- 2015
For the 2011 launch of Colgate's tiny, disposable toothbrush, the Wisp, we created a Facebook game called "Spin The Wisp" and commissioned 8+ YouTube video makers to create original, branded content by integrating the Wisp product into their existing shows in the narrative, how to-, talk, and comedy genres, forming a portfolio of branded content on the web for Colgate's new product.
Big Fuel, then 360i, during the years social-first creative went from experiment to proven model. Oscar Mayer, Oreo, NOLA. Multiple Cannes Lions. The era that proved branded content could be culturally relevant, not just brand-safe.