The agency devised a guerilla campaign using vivid images of food that are commonly stuck between the teeth – beef, corn, broccoli & chicken drumstick – strung by a piece of Oral B dental floss. Like bookmarks, these are then ‘shoved’ into tight spaces with just the tip of the image and the piece of floss showing.On the back of the image is the self-explanatory message ‘Removes food stuck in the tightest spaces’.

For three weeks, taxis, buses, cafes, supermarkets and other various tight spots were flooded with 10,000 pieces of the mailer. The response to the campaign was good, with numbers reaching the industry standard of 1%, totalling 200 responses, which is more than the industry standard.