Rogger Kenneth Schales
Senior Art Director at Phoenix Ogilvy
Colombo, Sri Lanka
TitleSparkling White Love Bites
Advertiser Perfetti Van Melle
Brand HappyDent White
Date of First Broadcast/Publication
Story Happydent White is a chewing gum for 'sparkling white teeth'. A proposition that the brand has lived by for over a decade and has been reflected in its various memorable campaigns.

So how do you enhance the power of this proposition?

Idea: To take a leap on a memorable proposition, the idea is to be disruptive within the brand's space.

So, Sparkling white teeth >>>> Sparkling white teeth imprint.

That is, the teeth are so sparkling white that they leave sparkling white love bites.

As sex and humour connect instantly with the youth (our primary target audience), this campaign is an engaging snapshot of people who have been bitten in love and have no clue that their secret rendezvous now leaves a tell-tale mark that’s seen by the world.
Media Type Print
Idea Creation
Art Director, Project

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