Description
Launching on the night before World Oral Health Day, Philips Sonicare showed New York City, and the world, the hidden risks of brushing manually, which leaves up to 50% of bacteria behind in their mouths, growing overnight.
The new Philips Sonicare initiative, ideated by LePub Amsterdam, aims to make the invisible visible and impossible to ignore. The brand exposed what happens unknowingly every night in our mouths after manual brushing through a striking bacteria takeover of the city. This campaign aims to raise awareness of the overlooked risks to oral health and how Sonicare power toothbrushing ends the bacterial nightmare by cleaning what others can’t.
Bringing the hidden world of nighttime oral health to life
The initiative features the proliferation of bacteria in an animation created by MakeMake, which previously worked on the opening credits for The Last of Us, through immersive bacteria installations and digital activations.
On March 20, the public was invited to an in-mouth experience in New York City via projection mapping and immersion in the bacteria left behind by manual brushing, alongside the sensorial experience of Sonicare power brushing. Audiences were guided through the science while immersive visuals demonstrated the microscopic activity taking place along teeth and the gumline every night. The activation and event were organised in partnership with FleishmanHillard, TH Experiential and TBWA. Simultaneously, the brand launched striking AR images on social media showing New York City overtaken by bacteria, creating a vivid visual metaphor of the takeover that can happen in the mouth overnight.
Sonicare also created custom, real bacteria-inspired invitations with bio-artist Dasha Plesen, each design modelled on bacteria sampled from her own mouth, highlighting the hidden world that can remain after manual brushing.
Goodnight care starts with Sonicare
By launching the campaign on the night of World Oral Health Day, Philips Sonicare emphasises the importance of night brushing, when bacteria multiply most due to reduced saliva flow and inactivity of the mouth, while encouraging people to adopt brushing with a Sonicare power toothbrush as the new standard.
Sonicare technology cleans what others can’t, designed to reach the areas manual brushing often misses. Sonicare power toothbrushes are designed to remove up to 2000 percent more plaque than a manual toothbrush, powered by up to 62,000 bristle movements per minute. In addition, Sonicare Fluid Action supports the bristles to clean by driving fluid deep between teeth and along the gumline.
Philips Sonicare’s mission is to improve the oral health of millions of people by making superior care accessible to all. Through consumer-centric innovation and education, the business aims to democratise better oral healthcare with strategic partners, recognising it as a gateway to overall health.
This professional campaign titled 'Sonicare World Oral Health Night' was published in United States in March, 2026. It was created for the brand: Sonicare, by ad agency: LePub Amsterdam. This Experiential and Integrated media campaign is related to the Health industry and contains 2 media assets. It was submitted 8 minutes ago.
Credits
CLIENT: Philips
Business Unit Leader, Oral Healthcare: Francesco Grillo
Global Head of Brand, Philips Sonicare: Josefien Olij
Regional Business Unit Leader, Oral Healthcare, North America: Matina Vidalis
Head of Communications, Philips Personal Health: Austin Langlois
Global Marketing Communications Manager, Philips Sonicare: Greta Lazzarotto
Integrated Producer, Philips Sonicare: Gustavo Velho
Director, Dental Professional Advocacy: Claudia de Graaff
Consumer Marketing Leader, Oral Healthcare, North America: Amanda Anderson
Director, Marketing Communications, North America: Christine Croce
Marketing Director, Professional Oral Healthcare, North America: Darren Coppe
Senior Campaign Performance Manager, Professional Oral Healthcare & Beauty, North America: Lindsay Clayton
Senior Campaign Performance Manager, Oral Healthcare, North America: Carly McConnell
Marketing Campaign Performance Manager, Oral Healthcare, North America: Courtney Brodie
AGENCY: LePub
CEO & CCO, LePub Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer, Amsterdam: Kika Douglas
Executive Creative Director, Amsterdam: Sam Rowlands
Executive Creative Director, Amsterdam: Sandrine LeGoff
Creative Director, Amsterdam: Clara Prior-Knock
Creative Director, Amsterdam: Santi Urso
Associate Creative Director, Amsterdam: Alejandro Gutierrez
Associate Creative Director, Amsterdam: Daniel Vazquez Seoane
Senior Strategist, Amsterdam: Juliette Vignolet
Client Service Director, Amsterdam: Karen Carr
Global Account Director, Amsterdam: Courtney Spillane
Global Account Director, Amsterdam: Jack Furey
Senior Account Manager, Amsterdam: Daisy Zhang
Producer: Magdalena Piechal
Producer: Joseph Falasca
PRODUCTION & POST: MakeMake
Creative Director: Nadia Tzuo
Designer: Mike Zeng
Designer: Min Shi
Designer: Tony Zagoraios
Designer: Carlo Sa
Designer: Marios Tsaousis
Designer: Angeliki Hristoff
Designer: Phillip Lykostratis
Designer: Ilias Chalkiopoulos
Designer: Marco Bergstein
Modeling: Mike Dupree
Dynamics: Miguel Salek
Animator: Lee Buckley
Animator: Evan Larimore
Animator: Daniel Moreno
Animator: Alex Silver
Animator: Lucy Kim
Editor: Rachel Fowler
Assistant Editor: Javier Gonzalez
Treatment: Derek Johnson
Storyboards: Lance Slaton
Color Management: Andrew Young
Producer: Mitchell Fraser
Studio Manager: Jake Savage
Head of Production: Jillian Lynes
Executive Producer: Kate Berry
Executive Producer: Paul Makowski
Managing Director: Eve Kornblum
MUSIC & SOUND DESIGN: Massive Music
Production Lead: Dennis de Rochemont
Sound Designer: Bertus Pelser
Project Lead: Daniella Weduwer
ADDITIONAL PARTNERS
Architectural Projection & Video Installation: Light Harvest Studio
AR Social Bacteria Takeover: Pezzo di Studio
PUBLIC RELATIONS: Omnicom Public Relations
Managing Director: Anna Boisvert
Executive Creative Director: Chelsey Brooks
Senior Vice President: Erica Townsend
Senior Vice President: Kelsey Churgin
Creative Director: Greg Overhuls
Vice President: Ilana Donner
Account Supervisor: Emily Foster
EXPERIENTIAL: TH Experiential
Partner, Chief Creative Officer: Nicole Falco
Executive Producer: Theresa Conway
Design Director: Kelly Washington
Graphic Designer: Boyeon Choi
Creative Strategy Manager: Hannah Orford
