Description
To convince the 1 in 2 Indians still using frayed brushes to replace their toothbrush, we had to show them the problem in a way they had never seen before. So we took these old flowering toothbrushes and disguised them as a newly discovered flower species. This illusion was intricately captured by mimicking the visual language of botanical documentaries through photography and a set of hero films romancing the beauty of this exotic species, while slowly revealing the ugly truth behind it. A photo exhibition was held at Mumbai Botanical Gardens where people admired these photographs and scanned a QR code expecting to see footage of the flowers blooming. Each scan played our films that slowly revealed the ugly, but familiar, fraying toothbrushes. What the exhibition perfectly set-up, the films flawlessly completed – reaching viewers at the precise time and place of maximum impact.
