BRIEF
The brief was to not only communicate the effectiveness of flossing with Oral B after eating,
it was also to instil the importance of flossing and brushing DIRECTLY after eating as proven by dentists.

IDEA
Radio was central to the idea. The idea is simple: eat then floss then brush. Our radio ads follow
food-related radio ads. Over the course of 4 weeks, 23 different radio ads ran directly after random food radio ads; for example, Burger King, McD’s, Cadbury, TGI Friday, etc. Each radio ad followed a food radio ad.

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