Sensodyne Social

This social-led campaign for Sensodyne toothpaste targets those of us with sensitive teeth. The truly painful part is that many of us are in denial, or just ‘coping’. So we decide to make them care, by connecting with something they really care about: food. Since Singaporeans love their food, we want to show the comical alternative of ‘mid meals’ when they choose to cope with their tooth sensitivity. Although I didn’t see the project through to execution, I was nonetheless chuffed that the client bought it.