Agency: Wunderman Thompson



Fluoride is beneficial for children's teeth keeping them healthyand strong. However, too much fluoride can lead to dental fluorosis, potentially damaging teeth, bones and joints.Dentists often use analogies like rice, peas and chickpeas to correspond with a child's age when teaching parents and their children about the right amount of toothpaste to use. This is because children may not have developed the motor skills necessary to get the correct amount by themselves.


We designed an adjustable rotating toothpaste lid. On the top of the lid, we added levels that match the rice - pea - chickpea analogy dentists use to teach children and families. Turning the lid to correspond with the child's age enables them to dispense the appropriate amount of toothpaste. As a result, they have a toothpaste lid usable from age 2 to 12, ensuring the right amount of fluoride strengthens their teeth throughout development.

This professional campaign titled 'kidlid' was published in Turkey in March, 2024. It was created for the brand: Sensodyne, by ad agency: Wunderman Thompson. This Design and Experiential media campaign is related to the Health industry and contains 1 media asset. It was submitted 27 days ago.


Agency: Wunderman Thompson
Global CCO: Bas Korsten
Executive Creative Director: Ümit Taşlı
Creative Director: Onur Kutluer
Head of Art: Deniz Şencan
Creative Group Head: Semih Türkmen
Art Director: Birsu Taneri, Sezin Aktürk
Copywriter: Engin Can Sivrikaya, Zülal Işılga
Creative Motion Designer: Burak Karaoğlu
3D Designer: Efe Yağız Soysal, Volkan Kaya Strategy
Director: Beliz Atalay Account Team: Elif Onal, Deniz Atalay, Selen Çun
Digital Creative Head: Yener Namaz


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