Insight
Sugar-free gum is the easiest way to keep your mouth healthy in between brushes. Dentists know that – but do their patients?
Imagination
That little piece of gum is packed with attitude. It’s ready to battle every meal, and every snack and drink in between. So we played with scale to show the gum taking on all those foods and giving them what-for.
Impact
The ad was named the most recalled print campaign of the year, at the Dentist Sector Awards 2014.