BUBBLEGUM

Bronze Spike
TitleBUBBLEGUM
BrandPEPSODENT
Product / ServicePEPSODENT TOOTHPASTE
CategoryA02. Other FMCG
EntrantMULLENLOWE SINGAPORE, SINGAPORE
Idea Creation MULLENLOWE SINGAPORE, SINGAPORE
Additional Company UNILEVER ASIA Singapore, SINGAPORE

Credits

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

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.