Cultural/Context information for the jury

In Indonesia, every child has five cavities on average and almost half the Indonesian population have active dental caries. To communicate the importance of preventive oral care, we reframed the fact that simple sugars in food are a common cause of cavities, and turned it into a series where the snacks people eat end up eating away at their teeth. To break through the clutter in the highly homogeneous oral care category, we took a distinctive, graphical approach that used facts and the charm of simple, cartoonish antagonists to depict the issue of cavities. These eye-catching designs draw the eye, before revealing the source of the cavity upon closer inspection.