The creative idea comes from an insight that is common to most of the homes, parents telling their children to brush their teeth twice a day, but actually not doing it themselves. Reality, leads us to reality, so we had real actions where the brand wasn't the one talking, but only helping children to give a strong message to all: it's important to brush our teeth twice a day.

After the campaign, 62% of parents cleaned their teeth at morning and evening. Sales increased by 12% and more than €700,000 were generated by earned media.