EXCUSE MY SHINE
XIN PHÉP TOẢ SÁNG
BACKGROUND
Colgate launched its Purple toothpaste line to make teeth look instantly brighter. Yet toothpaste advertising
still relies heavily on scientific claims and technical demonstrations. For Gen Z, Colgate needed to
turn that whitening benefit into something more social, playful and memorable.
INSIGHT
Gen Z likes attention most when it feels effortless. The best flex is one that does not look like a flex.
IDEA
Turn Colgate’s instant brightening effect into an effortless flex: smiles shine so brightly that
they steal the spotlight without even trying. All that is left to say is: “Excuse My Shine.”
EXCUSE MY SHINE
XIN PHÉP TOẢ SÁNG
BACKGROUND
Colgate launched its Purple toothpaste line to make teeth
look instantly brighter. Yet toothpaste advertising still relies
heavily on scientific claims and technical demonstrations.
For Gen Z, Colgate needed to turn that whitening benefit
into something more social, playful and memorable.
INSIGHT
Gen Z likes attention most when it feels effortless.
The best flex is one that does not look like a flex.
IDEA
Turn Colgate’s instant brightening effect into an effortless
flex: smiles shine so brightly that they steal the spotlight
without even trying.
All that is left to say is: “Excuse My Shine”.
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop