Alpha Intelligence Video
Campaign Overview
App Extension: In The Sonicare for Kid's app the Code and Create tab found in the calendar leads to the coding activation.
App Extension: When kids hit on the Code and Create tab, they can choose to Start Creating or visit the Creator Corner.
App Extension: The Creator Corner button leads to a hub for kids to share the animations they coded with others and get inspiration!
App Extension: When kids hit on the Start Creating button found in the Code and Create tab, they can start coding Sparkly/Sonicare characters with ScratchJr, the visual programming platform for kids to learn coding by building simple animations.
Billboard: "Your 6-year-old can fly a drone but still uses a toothbrush from The Middle Ages."
Billboard: "Your 6-year-old builds metaverse worlds but still uses a toothbrush from 3000 BCE."
Print Ad: "Your 5-year-old can reset your phone's password but still uses a toothbrush from The Stone Age."
Youtube Series: The Alpha Intelligence playlist on Youtube will have kids teach parents how to use technology.
Youtube Series: The Alpha Intelligence playlist has videos from kids teaching parents 3D printing to virtual reality and more.
Description
Challenge: Get parents to upgrade their kids’ brushes to electric.
Insight: Kids are better at tech than parents.
Idea: Kids' brushing technology is stuck in the past.
Execution: Through a partnership with Scratch Jr, the Sonicare for Kids app will teach kids the basics of coding by animating sparkly. On YouTube, kids will teach parents how to use technology, proving their capabilities to use an electric toothbrush. Our print ads remind parents that Gen-Alpha are the digital natives, yet they are still using prehistoric toothbrushes.
This professional campaign titled 'Alpha Intelligence' was published in United States in December, 2025. It was created for the brand: Philips, by ad agency: S.I. Newhouse School of Public Communications. This Digital, OOH Outdoor, and Print media campaign is related to the Electronic Devices, Health, and Personal Accessories industries and contains 11 media assets. It was submitted about 15 hours ago.
Credits
School: S.I. Newhouse School of Public Communications
Art Directors: Maya Kleinberg and Hannah Frydman
Copywriters: Maya Kleinberg and Hannah Frydman
Video Editor: Maya Kleinberg
Instructor: Stephen Lundberg
