Rebecca Rumble
Associate Creative Director at R/GA, London
LONDON, United Kingdom
TitleThe Adventures of Little Brush Big Brush
Agency
Campaign The Adventures of Little Brush Big Brush
Advertiser Unilever
Brand Signal
Date of First Broadcast/Publication
Business Sector Oral Hygiene
Story R/GA London and Unilever have created a Facebook Messenger chatbot that tells personalized bedtime stories.
The initiative -- for oral care brand Signal -- is designed to encourage parents and children to brush their teeth together, and to develop good habits for life.
Participants sign up via Facebook Messenger, where they get to personalize the adventure by answering questions about what time they like to clean their teeth, how many children are taking part, their names, and the country where they live.
The story, made up of 21 two-minute episodes, is about a family transported to a magical realm inhabited by quirky animal characters. To find their way home, the family must complete regular brushing challenges in order to get to the next episode. Research has shown that 21 days is enough time to drive long-term behavioral change.
Anuj Rustagi, global brand director of Signal Pepsodent, said in a statement, "We are really proud of this fantastic piece of personalized communication which allows us to tell our story [and to] educate and engage parents and kids on brushing for two minutes, twice a day… That is something really meaningful."
The campaign breaks first in Indonesia and Vietnam, Signal Pepsodent's biggest and fastest-growing markets, where daily brushing happens less than average. In order to maximize reach, "Little Brush, Big Brush" is also available in-store via barcode scan, as well as through SMS and voice call.
Media Type Web Film
Length
Production Company
Animation
Chief Creative Officer
Art Director
Art Director
Copywriter
Copywriter
Creative Director
Designer
Designer Robert James Powell
Illustration
Production Company
Production Company
Producer
Producer
Producer
Producer
Agency Producer
Agency Producer
Social Content Strategist
Social Content Strategist
Creative Team
Creative Team
Creative technologist
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Editor
Editor
Executive Creative Director
Executive Creative Director
Programmer
Sound Designer
User Experience Architect
User Experience Architect

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