Aquafresh Design & Branding SPLASHES by Grey Paris


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Industry Oral Hygiene
Media Design & Branding
Market France
Agency Grey Paris
Art Director Romin Favre
Copywriter Dimitri Kantcheloff
Photographer Matthieu Dubail
Released March 2011

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: GSK
Product/Service: AQUAFRESH FLEXY
Date of First Appearance: Mar 15 2011
Entrant Company: GREY PARIS, FRANCE
Chief Creative Officer: Frederic Temin (Grey Paris)
Copywriter: Dimitri Kantcheloff (Grey Paris)
Art Director: Romin Favre (Grey Paris)
Photographer: Matthieu Dubail (Grey Paris)
General Manager: Philippe Doyle (Grey Paris)
Account Director: Bruno Sabrie (Grey Paris)
Planner: Clement Morin (Grey Paris)
Art Buyer: Jean-Eric Le Coniac (Grey Paris)
Media placement: Sampling - Fliers - March 2011 - One Week
Media placement: Mailing - Direct Mailing - March 2011 - 15000 Copies

Describe the brief from the client
To show in a simple, memorable, eye-catching way the unique features of the brand new Aquafresh Flexygel toothbrush: a flexibility never seen before. Eventually, we chose to use the lenticular lense technique, which allowed us to illustrate in a funny yet exhaustive way the product's peculiarity.

Describe the challenges and key objectives
Our main challenge was to create an entertaining way of showing a product demo. This is exactly what had always been done before, but never in such a creative, impactful way. The key objective was to make people understand to what extension this unique product could flex in order to clean even the hardest to reach mouth spots. To this extent, the chosen technique, with a spectacular, sharper lenticular 3D rendering, helped a lot.

Describe how you arrived at the final design
What's often almost impossible to achieve in both press and outdoor advertising is a 'not so boring' storytelling. People still tend to get interested in these traditional media; but it's proved that people gets more intrigued when they're involved in an unusual way. This basically explains our final choice to fully explain the product features through the lenticular technique. This way we could easily show an hyperbolic, funny product demo overcoming even the more suspicious part of the target.

Give some indication of how successful the outcome was in the market

The result was amazing. The ads were strongly appreciated from both sector experts and general audience. Thanks to sampling action, mailing, (together with P.O.S. and alongside road outdoor) product sales visibly grew. +3,5 in sale in the first months after the operation. And for the first time our client's managers received enthusiastic comments from customers.