To create a campaign that portrays Dentek Floss Picks as easiest tool to get the stuff out of the places that are hard to reach.
I at first started concepting ideas of things that are hard to do. I tried to visualize how I could show that flossing can be difficult when trying to get to certain places in your mouth. This issue only arises when people use regular floss. With this train of thought in mind, I thought of things that are difficult that everyone would love if they were easier.
Fishing is one of those hobbies that is surprisingly very difficult. You can be out fishing all day and catch nothing. The message I wanted to communicate is that when you are using the Dentek Floss Picks you can get everything out of your mouth quickly and easily unlike fishing, given the headline: "Guaranteed catch." This is the only time you will ever go "fishing" and have a "guaranteed catch."