| Title | NOTHING ESCAPES ORAL-B. |
| Brand | PROCTER & GAMBLE SINGAPORE |
| Product / Service | ORAL-B FLOSS |
| Category | C01. Bars & Restaurants |
| Entrant | PUBLICIS SINGAPORE, SINGAPORE |
| Entrant Company | PUBLICIS SINGAPORE, SINGAPORE |
| Advertising Agency | PUBLICIS SINGAPORE, SINGAPORE |
| Name | Position |
|---|---|
| Ajay Thrivikraman | Chief Creative Officer |
| Jury Gregorio/Jerry Li | Copywriter |
| Jerry Li/Jury Gregorio | Art Director |
| Teo Studio | Photographer |
| Nelson Digital Imaging Pte Ltd | Illustrator |
| Ambba Kuthiala/Rakesh Hinduja | Account Supervisor |
| Erik Vervroegen (Worldwide Creative Director)/Chua Chye Teck (Props) | Other Credits |
NOTHING ESCAPES ORAL B. Some foods are more tenacious in clinging to the crevices between the teeth and gums. And often, only after unsuccessfully prodding the fugitive food with toothpick, toothbrush bristles or a combination of both, do we reach out for dental floss. This ambient, placed next to the Oral-B Floss supermarket shelf, brings to life the product benefit while it dramatises our “out of sight, out of mind” mentality. The shape of the food we eat (Fish), while not discernible at first glance, becomes perfectly clear after a second or two. So even though the renegade food may elude us, nothing escapes Oral-B Floss.