Description
Indians instinctively rally around moments of national pride, so when breaking the national blind spot that toothbrushes had become, we tapped into this powerful trigger. We repackaged old, fraying toothbrushes as a historic new ‘Indian’ flower species, legitimising it with a Wikipedia page. As news channels excitedly picked up the story of this ‘incredible discovery’, we released the stunning first images of these flowers on billboards, posters, press ads and a flagship exhibition at the Mumbai Botanical Garden and Zoo. Each execution drew viewers in with mesmerising photographs, and slowly revealed the ugly reality through QR-liked films exposing the flowers for what they really were. The film then led viewers to a microsite illustrating the dangers of flowering brushes and allowing them to instantly buy a new one on Amazon. Each medium immersed viewers in an illusion, priming them to receive an oral health message they’d never forget.
