Description
The 1 in 2 Indians still using frayed toothbrushes needed to see the problem in a way they had never seen before. So we took inspiration from botanical photography to repackage these fraying and flowering toothbrushes as an exotic new flower species and carefully crafted a visual journey that brought the illusion to life. This new flower species was given centre stage across mediums– displayed in full glory. Every piece was carefully art directed to draw in on the illusion, with art aesthetics and minimal peripheral distractions. From films to the panels in the exhibition, from a microsite to social media posts, from tshirt designs to tote bags, postcards to posters, press ads, outdoors etc, this meticulously designed campaign turned a stunning flower into a mirror for viewers to face their own oral health habits, in a way they could never unsee.
