Toothbrush Hero

Agency Network: 
March 2013


Challenge: Our challenge is to encourage children to brush their teeth as a No.1 candy brand, Hi-Chew's corporate social responsibility. Also, earn trust from mothers who actually buy the product.

Core idea: Toothbrush hero. To answer is to turn hateful tooth brushing into a kids loving rhythm game. Tooth-brushing is done while children play and compete for the points!

Results: We invented this device, let kids experience at events, made it into a movie and help a campaign to win the chance to experience Toothbrush Hero. 30 thousand people applied for the prize promotion. Starting with Yahoo, other main news websites covered it. "To have fun" is the key to the activation of childcare and business.

Digital advertisement created by Hakuhodo, Japan for Hi-Chew, within the category: Health.

Advertising Agency: Hakuhodo, Tokyo, Japan
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kleenex's picture

I think this will work.

Activity Score 58777
Web Designer/Developer
Siddarth Basavaraj's picture


Siddarth Basavaraj
Activity Score 1673
Copywriter at Adsyndicate Services Pvt. Ltd. |

Love creating ads..

Klara K.'s picture

The feared times when gamification enters our everyday littlest tasks...

Klara K.
Activity Score 3343
Charles University in Prague
lucyset's picture

Lol...2 hrs later..still brushing?

Activity Score 230
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