CANNES 2016 SHORTLIST WITH COLGATE

Mauricio Candela
Jul 3, 2016
4 min read

A creative call to action that made the Cannes Lions shortlist

At the 2016 Cannes Lions International Festival of Creativity, Colgate was shortlisted in multiple categories for its impactful campaign “Every Drop Counts”—a collaboration between Red Fuse Communications, Y&R, and photographer Mauricio Candela. The campaign stood out for its powerful message about water conservation, blending emotional storytelling with real-world impact.

In a country like Brazil, where water scarcity affects millions, the campaign aimed to raise awareness about daily water waste during tooth brushing—a small habit with big environmental consequences. Through smart design, immersive visual storytelling, and meaningful placement, the project connected people with a global issue in a deeply personal way.

Campaign description: turning routine into awareness

Every day, millions of people brush their teeth without thinking twice. For most, the running tap water is background noise. But what if we could turn that unconscious action into a moment of awareness?

That was the thinking behind Colgate’s "Every Drop Counts" campaign. The goal: interrupt the automated behavior of leaving the faucet running while brushing by creating a powerful visual cue. The message was simple but profound—the water you waste for two minutes could mean survival for someone else.

In partnership with Marriott Hotels in Brazil, Colgate placed customized mats in hotel sinks that depicted a child trying to catch water as it flowed down the drain. This unexpected interaction was designed to stop guests in their tracks and force a moment of reflection: "What am I wasting?"

Execution: placing the message where it matters most

The campaign was brought to life by integrating the message into a real, intimate setting—the hotel bathroom. The mats used a realistic image of a child beneath the sink’s drain, simulating a face-to-face encounter. As guests brushed their teeth, they couldn't help but see the child looking up at them, reaching for the water. This interaction transformed a mundane habit into a moral dilemma.

To amplify the impact:

Branded Colgate toothbrush kits were placed at the sink, linking the brand directly to the conservation message.
Guests were encouraged to share their experience on social media using the hashtag #EveryDropCounts.
Influencer outreach via Instagram, Facebook, and digital publications helped expand the campaign’s reach.
A PR media plan launched on World Water Day (March 22) triggered immediate press buzz.

Strategy: combining emotional storytelling with strategic placement

Colgate’s insight was clear: unlike many brands, its products directly require water to function. This gave the company a unique responsibility—and opportunity—to lead on water conservation messaging.

The strategy focused on contextual placement. People are most likely to leave the tap running while brushing their teeth, so placing the campaign’s message directly in the sink created an unavoidable moment of confrontation.

By launching in São Paulo and Recife, two cities experiencing severe water shortages, the campaign immediately resonated. The visuals—captured by Mauricio Candela—were realistic, emotional, and carried a clear call to action. As consumers saw the child’s image beneath their own reflection, the message became intensely personal.

Outcome: measurable impact and global recognition

The results were as impressive as the concept:

On World Water Day, the campaign generated 4.8 million impressions in just 24 hours.
Earned media coverage across Latin America and beyond helped spread the message far beyond Marriott guests.
Social conversations sparked a broader cultural dialogue about water usage in daily life.
Marriott and Colgate established a foundation for long-term collaboration around environmental messaging.

This wasn’t just a temporary campaign—it was a catalyst for behavioral change. Plans to expand the activation into additional cities across Latin America were announced shortly after the initial launch.

Relevancy: using creativity to solve real problems

The placement of the child’s face in the sink was more than a creative idea—it was relevancy in action. By putting the message exactly where the user’s eyes would go, the campaign turned passive users into active thinkers. In a world flooded with digital noise, this analog message cut through by being visceral, timely, and unexpected.

Candela’s photography added emotional depth, using natural lighting and realistic textures to make the mat image feel like a living scene. His ability to capture visual empathy played a key role in making the activation so moving.

Synopsis: a simple idea with extraordinary reach

Brazil has faced its most severe water crisis in over 90 years, with over 41% of treated water being lost or wasted. Colgate’s “Every Drop Counts” campaign took a creative, personal approach to encourage conservation. By targeting a key moment—brushing teeth in a hotel bathroom—and turning it into an opportunity for reflection, the campaign changed behaviors and earned attention on a global stage.

The Cannes Lions shortlist was a testament to the power of creative simplicity, supported by strong visuals and a purpose-driven brand.