My goal for this project was to communicate the benefit of Pronamel Toothpaste while simultaneously making the audience aware that other toothpastes can be too harsh on your teeth.
I began the creative process by asking 'what should you not brush your teeth with?' I explored various household and everyday items an eventually decided to show bricks, rocks, and screws for their unsettling look and feel.
Big idea: Show the toothpaste you should not be using. Execution: Place abrasive objects onto the head of a toothbrush to represent the abrasive and harsh qualities of toothpaste that is too harsh on your teeth.