Floss Stitching

The actual dental floss thread was used for stitching on the fabric in the motif of foods that would tend to be stuck between the teeth. When pulling out the stitched floss thread, it became smoothly loosened and the message appeared from below to communicate that the dental floss could easily take out foods stuck between the teeth that caused frustration.

We developed 3 types of the interactive posters (squid, chicken and asparagus) and placed in the square to the food court to let consumers passing in front of posters loosen Floss Stitching freely. At restaurants, napkins with Floss-Stitched pork and lobster were set on tables as the new way of sampling.

Total 230,000 people saw this interactive poster during 1 week of placement. From children to adults, individuals in a wide age range actually touched and enjoyed this activation. Such scenes were quickly shared via social media including YouTube. The news spread to people nationwide who couldn’t have a chance to actually see it, resulting in increasing interest in a dental floss.