Colgate Nugen

Toothbrushes have been sold the same way for the last 213 years. But, with sales plateauing and limited standout within the oral hygiene category, we needed to do something different.

We discovered that African youth use toothbrushes for so much more than just brushing teeth. From hair care and styling, to sneakers and gaming, toothbrushes have found an unexpected place in popular culture.

Role: Creative Director