PHILIPS SONICARE
20x more…
THE ASK
Your electric toothbrush is ‘20 times more effective' than a manual toothbrush? What the f**k does that even mean?
THE SOLUTION
To answer that, we created a campaign that hammers that exact point in a tongue-in-cheek way while veering away from your friendly-neighborhood-dentist-in-a-lab-coat. Brushing with Philips Sonicare is effortless and effective, which leaves you with nothing but a wandering mind to contemplate other things.
Right.
Perhaps you could tap into other subconscious desires in which your lives could be 20x more…
A major element of the campaign was creating "mind-palaces”that our characters enter into while contemplating what 20x more means. The bathroom transforms into an awards ceremony, a zen garden, a gym, and an efficiency tunnel.
The campaign craziness came across throughout the assets, including some fun socials as well as truly bonkers TikToks.
CREDITS
Agency - DEPT®
Creative lead - ︎︎︎ Richie Hendo
Senior creative - Haider Hussain
Creative copywriter - David Aragon
TikTok creatives - Guylou Werner and Luca Mascini
Senior producer - ︎︎︎ Veronique Beumer
Production company ︎︎︎- Wenneker
Director ︎︎︎- Jacob Hopewell
Editor - Wilbur Roberts
Music composition - Massive Music