Title | BUBBLEGUM |
Brand | PEPSODENT |
Product / Service | PEPSODENT TOOTHPASTE |
Category | A02. Other FMCG |
Entrant | MULLENLOWE SINGAPORE, SINGAPORE |
Idea Creation | MULLENLOWE SINGAPORE, SINGAPORE |
Additional Company | UNILEVER ASIA Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Sheng Jin Ang | MullenLowe Singapore | Executive Creative Director |
Daniel Kee | MullenLowe Singapore | Executive Creative Director |
Meryke Naude | MullenLowe Singapore | Creative Director |
Alex Tan | MullenLowe Singapore | Head of Art |
Claudius Keng | MullenLowe Singapore | Art Director |
Ernest Chin | MullenLowe Singapore | Copywriter |
Sanjai Srivastava | MullenLowe Singapore | Global Business Director |
Louisa Cheong | MullenLowe Singapore | Account Director |
Benny Tadarusno | MullenLowe Indonesia | Senior Account Executive |
Fien Juharyati | MullenLowe Indonesia | Head of Project Management |
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.