I created Glide “Tight Spaces” with the intention of communicating the product’s unique benefit of sliding 50% more easily between teeth. The concept behind the campaign is based on the insight that tight spaces exist in real life, very much like the spaces between teeth. I thought of the big idea that Glide floss can slide through anything, such as a crowded parking lot, a forest, and city buildings. I chose photos of these spaces from an aerial perspective so that the viewer could easily visualize exactly how Glide floss slides.
During the production, I searched for photos that would best fit my ideas and wrote 40 different headlines. I created rough drafts on Photoshop to get a visual idea of what the prints would look like, each one with a different typeface. In Adobe Photoshop, I edited the brightness and contrast levels on two of the photos to make the visuals more cohesive and added the Glide floss container onto each photo. I created the floss sliding through the spaces using the curvature pen tool. I chose a font that would emulate the look and feel of floss; it is white, thin, and bold.
The result of this project was wonderful. The campaign was nominated to enter the AEJMC Best of Design competition by my university's school's advertising department. The product benefit with communicated effectively in a visually compelling and concise manner.