Dental Brand Smyle Has Created the Cleanest Sustainable Billboard in the Netherlands

Dental care manufacturer Smyle has collabed with Tim Hoekstra to create a plastic free ad for Smyle’s toothpaste tablets. Hoekstra is one of the most famous beach sand artists of the Netherlands and is known as an artist who is engaged with the environment and is concerned about the pollution of the earth.

This unique project was done on the beach of IJmuiden and covered 30 x 40 m2 of sand. The creative gives attention to sustainability and eco-friendliness on International Plastic Free Day. The fact that the ad gets washed away by the sea, without leaving anything behind on the beach, is something extraordinary. The temporality of the ad in the sand emphasises the need for sustainable alternatives for plastic and that now is the time for action.

The idea and film are created and produced by ad agency Fitzroy from Amsterdam. Mischa Schreuder, creative partner at Fitzroy, is very concerned about waste and sustainability. “When we met with Smyle, we immediately felt a connection. At Fitzroy we aim for communication that contributes to nature and environment and Smyle does this day in day out with their plastic free toothpaste. Smyle makes toothpaste tablets that are not contained in plastic tubes, without any microplastics in the toothpaste itself. It is a pure product that we enjoy to help further with their mission for a plastic free world…and it is also healthy for your teeth. This is only the start of our collaboration and there is way more to come.”

Almart Fernout of Smyle said: “At Smyle we stand for good dental care without using any (micro)plastics. Fitzroy created a really smart way to show our philosophy in this unique billboard. Good and effective dental care products don’t need any microplastic or other unhealthy ingredients. Our product is available at Albert Heijn, Jumbo, Etos, Holland & Barrett and Ekoplaza. Around 500 dentists sample our products. At Smyle we help you to switch to modern dental care. Smyle saved around 1 174 988 plastic toothpaste tubes and toothbrushes and we hope that this amount will only increase."