Description
According to Haleon Research conducted in March with 2,000 U.K parents and children, about one in two kids feel low self-confidence* because of their teeth causing them to hold back, speak or smile less, and miss out on childhood. To combat this distressing statistic, Aquafresh and Grey London joined forces to empower all kinds of teeth; from bucky gaps to snaggle tooths to tinsel-teeth, and everything in between.
Highlighting the transitory phase children go through between their baby teeth and adult teeth, the Perfect Teeth Are Just Healthy Teeth campaign champions unique dental configurations. According to Jayant Singh, Global Head of Oral Health at Haleon, “Aquafresh smashed the harmful ideal of 'picture perfect' teeth by shifting our children’s aspirations towards healthy teeth, not just aesthetically pleasing ones. We are building on our existing schools’ program to further build the oral health confidence of children today.”
Renowned British creative Rankin photographed primary school children proudly showing their healthy teeth for the campaign which can be seen across OOH and social. The campaign also sought to explore and prototype concept toothbrushes — “The Newfanglers Brushes” — where we are exploring unique brushes with names like Fangtastic and Gap Getter. David Wigglesworth, ECD at Grey London reflects, “Everyone remembers how they felt about their teeth growing up, and some of us didn’t feel confident about them. Though insecurity is a serious problem, we did not want to solve it with a serious solution. We solved it with our inner child, instead. Whimsical at heart, we hope our toothbrushes start the chatter to normalize all types of teeth.”
This professional campaign titled 'Perfect Teeth Are Just Healthy Teeth ' was published in United Kingdom in April, 2024. It was created for the brand: Aquafresh, by ad agency: Grey London. This Integrated medium campaign is related to the Health industry and contains 4 media assets. It was submitted 13 days ago.
Credits
CREDITS
CLIENT, Haleon UK
SENIOR GLOBAL MARKETING DIRECTOR, Philip Davies
HALEON GLOBAL MARKETING MANAGER, Eva Pass
VP & GLOBAL BUSINESS LEADER, Rachel Deans
HALEON UK MARKETING DIRECTOR, Monica Michalopoulou
HALEON UK MARKETING MANAGER ORAL HEALTH, Tugce Uslu
BRAND MANAGER, Nick Borland
AGENCY, Grey London
PRESIDENT, Conrad Persons
EXECUTIVE CREATIVE DIRECTOR, Dave Wigglesworth
CHIEF STRATEGY OFFICER, Tarek Soufli
PLANNING PARTNER, Stephanie Tuesley
SENIOR STRATEGIEST, Milan Zum-Hebel
CREATIVE DIRECTORS, Terry O’Neill & Angela Harding
CREATIVES, Ben Ecclestone & Egan Cardoso
SENIOR INTEGRATED PRODUCER, Michelle Kasper
ASSISTANT GALLERY PRODUCER, Alicia Cordel
SENIOR BUSINESS AFFIARS MANAGER, Melissa Beeson
HEAD OF CREATIVE OPERATIONS, James McNichol
MANAGING PARTNER, Georgie Stewart
BUSINESS DIRECTOR, Luke Grima
PROJECT MANAGER, Laura Honey
SNR. ACCOUNT MANAGER, Alethea Boucq & Hugo Soer
HEAD OF DESIGN, Liam Thomas
DESIGNERS, Kit Suman, Sarah Burns, Stefan Klasener, Stewart Walker, Weronika Szklarek, Jo Wahono, Tyrone Zall
GREY GLOBAL CHIEF CREATIVE OFFICER, Gabriel Schmitt
GREY GLOBAL CREATIVE PARTNER, Diego Medvedocky
GREY GLOBAL HEAD OF CREATIVE EXCELLENCE, Maru Sokolowski
GREY GLOBAL CRAFT PARTNER, Costanza Rossi
GREY GLOBAL PRODUCER, Emiliano Alvarenga
GREY GLOBAL SR. CREATIVE MANAGER, Catrina Ramos
PRODUCTION COMPANY, Rankin & Co
DIRECTOR and PHOTOGRAPHER, Rankin
PRODUCER, Kay Riley
PRODUCTION COORDINATOR, Abby Rothwell
1ST AD, Elaine Mackenzie
CAMERA OPS, Loona Kasemets and Chloe Pemberton
STYLIST, Ellie Witt
HAIR STYLIST, Nick Irwin
PHOTOGRAPHY ASSISTANTS, Marcus Lister, Karolina Bajda, Eliza Roberts
Edit House/Postproduction, Trueblack
PR, Cirkle
Media, Publicis
