Oral B: International Flight Mouth

A jet lagged smile.

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To promote electric toothbrushes in Japan, where they have low penetration, Oral B and agency Beacon Communications (a Leo Burnett shop) used baggage conveyor belts at airports to show how plaque builds up between teeth. Oral B chose an audience of people getting off international flights, who would be aware of their dental hygiene. Media involved a design of a set of 'teeth', which appeared clean when on the straight side of the belt, but on the curve of the belt showed plaque between them.

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Mar 19, 2012
Beacon Communications
Oral B
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