Agency: Burson / Client: Colgate
73% of people admit to lying to their dentist.
To bring this surprising statistic to life, Burson partnered with Colgate to create an activation that revealed the biggest lies New Yorkers have told their dentists.
To bring this surprising statistic to life, Burson partnered with Colgate to create an activation that revealed the biggest lies New Yorkers have told their dentists.
We installed a specially designed booth in a high-traffic area, inviting passersby to come clean and freely admit the fibs they’ve told—no matter how small or absurd—without fear of judgment. The filmed testimonials were shared across Colgate's owned and shared channels, with participants’ identities obscured by a red circle and the iconic Colgate smile graphic. The goal: to spark a larger conversation about dental anxiety.
Over a three-day period, more than 1,000 people stepped into the booth and were guided through a series of prompts asking about the lies they’ve told their dentist. The result was a bold, attention-grabbing experience that drew in crowds from a block away, all while educating the public on the importance of honesty in dental care.
The activation was picked up by major press outlets including BuzzFeed, The Today Show, Good Housekeeping, Fast Company, The New York Times, Live with Kelly and Ryan, and Good Morning America.
