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AQUAFRESH >> BRAND REFRESH
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Both of us had wonky teeth, manky retainers, braces for years, and know the pain that teeny tiny rubber bands can inflict. If working on this project has taught us anything, it’s that every single one of us has stories to tell about our teeth. And, with 1 in 2 kids suffering from low confidence because of how their teeth look, this campaign has meant a bit more to us too. Our challenge was to reshape the perception of straight, white ‘perfect teeth’ to help make kids feel more confident.
With the ’Perfect Teeth are just Healthy teeth’ campaign, we empowered kids to show off their gnashers. We partnered with Rankin and together, held an exhibition in Soho. The campaign celebrated kids and their teeth in OOH, digital and social. We even created a tooth-inspired font to help flip the perception of negative tooth language.
Working with Aquafresh we created more inclusive school lessons and tools, that for the first time, taught how to care for all tooth types, and with the help of kids we are developing a new range of toothbrushes, The NewFanglers, designed especially for the ‘mixed-dentition’ (baby and adult teeth) phase.
The results so far… 310M earned impressions, and 2 in 3 parents saying Aquafresh had changed the idea of ‘perfect teeth’, and 84% say they’d buy Aquafresh after seeing the campaign (Censuswide, 2024).