Colgate has unveiled a print campaign it shot in a tie-up with Australia's Next Top Model. Creative agency George Patterson Y&R Sydney had featured in the challenge on the reality show which aired last night.
The challenge asked ANTM contestants to pose for a Colgate campaign for its Optic White product. Part of the episode was filmed at GPY&R Sydney and featured Colgate brand manager Matt O'Brien, GPY&R Sydney executive creative director Julian Watt and Y&R Melbourne staffer Christopher Pedley. The winning contestant, Jade Collis, will be the face of the campaign.
Collis returned to GPY&R Sydney's offices with her family on 21 August for a viewing party hosted by the agency.
O'Brien said: “The casting and creative process provided a seamlessly integrated platform from which to drive an authentic and highly engaging output. For the Colgate Optic White brand to be represented by such a bright and approachable home grown talent like Jade is something pretty special.”
MEC devised the media strategy and promotional tie-up, as reported by AdNews earlier.
