We created a real life experiment featuring dental students (a group that is obviously pretty fastidious about their oral hygiene) which illuminated hidden plaque with a luminescent dye under blacklight. Then we showed them the difference when they brush with ARM & HAMMER and captured their reactions. Needless to say, they were pretty surprised.
The work dramatizes that 5X difference you get when using ARM & HAMMER toothpaste. And it looks nothing like the rest of the toothpaste category and that really has the capacity to shock people out of their usual routines.
Advertiser: ARM & HAMMER
Creative Agency: The VIA Agency
Art Director: Renata Chimenti and Emi Morita
Copywriter: Will Garcia
Strategist: Brian Demick and Sarah Peck
Creative Lead: Ian Dunn
Project Management: Louisa Beaulieu and Clare DeSantis
Producer: Jennifer Klumas