Colgate, a renowned oral care brand, aimed to create a unique activation that resonated with the public's common apprehensions and misconceptions about dental visits. To achieve this, BCW collaborated with our team to develop an innovative concept centered around candid confessions and interactive engagement. The result was the "Totally Honest" activation, a video booth installation located in the bustling Flatiron District of New York City.

The "Totally Honest" activation featured a custom-built video booth where individuals could enter and anonymously share their dental confessions. Equipped with AI face tracking technology, participants' faces were obscured by the iconic Colgate dot, while an animated smile mirrored their mouth movements on a video screen.

The "Totally Honest" activation effectively tapped into the universal experience of dental visits, leveraging humor and authenticity to promote Colgate's brand message. By creating a space for open dialogue and confession, the activation fostered a deeper connection with consumers and reinforced Colgate's commitment to honest oral care practices.

Client: Colgate
Agency: BCW
Production Company: The Deli