Colgate — Totally Honest
An AI face-tracking confession booth in the Flatiron District
Colgate had a number worth building on: 82% of people admit they lie to their dentist. The hard part was getting anyone to say it out loud. Koalition helped build the booth that did.
Everybody lies at the dentist
Yes, I floss. Twice a day. Colgate's research put a number on the fib — 82% of people cop to lying to their dental professional, more than half of them regularly, and fewer than a third walk into the office feeling confident. For the Colgate Total Plaque Pro-Release launch, BCW wanted an activation that started from that shared guilt instead of talking past it, and did it in public, on a real street.
A confession booth in Flatiron Plaza
Working with Pixelpusher, we helped build "Totally Honest" — a custom video booth at 5th and 23rd, open for two days in August 2023. You stepped in, sat down, and confessed.
AI face tracking found each participant and replaced their face with the iconic Colgate dot in real time, while an animated smile mirrored their mouth as they talked. Anonymous enough to be honest, ridiculous enough to be funny.
The screen faced the street
Confessions played out on the booth's exterior screen, so a private admission became something the sidewalk could watch. People stopped. People filmed it. A campaign about honesty made its case on the street rather than in a press release.
Colgate was the client, BCW the agency, The Deli produced. We built the experience with Pixelpusher.
