| Title | INTERNATIONAL AIRPORT MOUTH |
| Brand | P&G |
| Product / Service | BRAUN ORAL-B |
| Category | C05. Transit |
| Entrant | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Entrant Company: | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Advertising Agency: | BEACON COMMUNICATIONS Tokyo, JAPAN |
| Name | Position |
|---|---|
| Masahiko Yasuda/Jon King | Executive Creative Director |
| Keizo Mugita/Minoru Hongo (Acd) | Creative Director |
| Keizo Mugita/Minoru Hongo | Copywriter |
| Hisamichi Takase/Tomo Tanaka | Art Director |
| Hiroki Yamaguchi/Daishi Moriya | Photographer |
| Mika Shoji | Account Supervisor |
| Suguru Kusakabe | Advertiser's Supervisor |
| Mamoru Tanno/Takumi Kubota (Production Director)/Takuma Kinoshita (C3 Film) | Producer |
| Keizo Mugita/Minoru Hongo | Planner |
| Keizo Mugita/Minoru Hongo | Planner |
Our challenge To intuitively remind Japanese consumers the fact that unseen plaque is hiding between the teeth although they look clean. The selected location for its communication is at the airport in a morning. To awaken consumers' senses, we utilized the receptive moment of people who have not brushed their teeth. IDEA The baggage claim carousel at the airport. We use it like a big teeth as one of the media. When you see them on a straight line, they look cleaned teeth. When approaching curve, the plaque will be shown. We successfully communicate the fact that unseen plaque is hiding between teeth by fully utilizing the media uniqueness. Please make sure not to forget to remove the plaque between teeth.
Plaque is hidden between your teeth.