What: #itstoothbrushtime is a concept oral hygiene campaign for Colgate.
Who: 18-29 year olds.
Why: The campaign is to encourage the younger generation to change their toothbrush atleast every 4 months to maintain good oral hygiene. The campaign would be displayed in urban environments where a younger generation would be present. The slightly risky nature of the project is designed to resonate with a more socially aware audience.