Description
Despite multiple warnings, 1 in 2 Indians still use frayed toothbrushes that trap bacteria, cause gum damage, cavities and other oral health problems. To counter this national blind spot, we had to show them the problem in a way they would never unsee again. We used botanical photography to reimagine typical Indian toothbrushes – old and flowering – as an exotic new flower species. The images were displayed on posters strategically rolled out across 12 months at Mumbai’s busiest malls and theatres. TOTALLY UNBRANDED, the stunning images stopped viewers, intriguing lines lured them in and a QR offered more information about this enigmatic flower species. When people scanned it, stunning footage of the flowers blooming suddenly exposed them for what they really were – ugly, but familiar, fraying toothbrushes. And during this moment of self-realisation, the films also guided viewers to a microsite illustrating the dangers of such brushes, and prompting them to buy a new toothbrush.
