Description
How do you get nearly 715 million people to stop using that frayed toothbrush that’s been trapping bacteria, causing gum damage, cavities and other oral health issues? You package it as a historic national discovery, a new flower species, and carefully build an air of mystery around it. Then you sell the illusion through a hero film execution, crafted with all the awe and wonder of a nature documentary. Add a hushed and mysterious narrative, luring people in. And just when they’re hooked, you pull the veil from their eyes, revealing the startling truth that’s blooming in their own bathrooms. When you’ve got them staring at the reality of their own habits, you gently reintroduce an oral health message they’ve long been ignoring – REPLACE YOUR TOOTHBRUSH EVERY THREE MONTHS. In less than a minute, the Indianis Dentris turned what used to be a blind spot, into something the whole nation could never unsee.
