With Sensodyne as the undisputed leader for sensitivity toothpaste,

Colgate needed a new approach to re-ignite Colgate sensitivity

toothpaste growth. Sensodyne has become synonymous with dentist,

professionals and lab coats, which has built its credibility but lacks

emotional cut through. The objective was to deposition Sensodyne

by owning the ‘pain’ language. To communicate the product benefit

while connecting to the consumer differently; Colgate needed to

promise ‘instant and lasting pain relief from sensitive teeth pain’.

Engaging different artists from around the world, from Hong Kong to

Mexico and the UK, we painstakingly created one of a kind

masterpieces showcasing pain in a visually engaging way. These

work-of-art are displayed in key outdoor area, engaging with viewers

as they travel to work on outdoor billboards, subway stations and

print medium.