Oral-b Design & Branding WHITENING POST-IT NOTES by Publicis Sao Paulo

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Industry Oral Hygiene
Media Design & Branding
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Tony Goes
Art Director Sidney Araujo
Copywriter Rodrigo Strozenberg, Gustavo Alves
Photographer Mrcus Hausser
Released February 2011

Credits & Description

Category: Self Promotion
Advertiser: PROCTER & GAMBLE
Product/Service: TOOTHPASTE
Date of First Appearance: Feb 14 2011
Entrant Company: PUBLICIS BRASIL, Sao Paulo, BRAZIL
Entry URL: http://heyvote.us/design/postit
Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Executive Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Tony Goes (Publicis Brasil)
Art Director: Sidney Araújo (Publicis Brasil)
Copywriter: Rodrigo Strozenberg (Publicis Brasil)
Account Executive: Hildebrando Neto (Publicis Brasil)
Production: Rita Vilarim (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Photographer: Mrcus Hausser (Marcus Hausser)
Production: Juliana Pereira (Publicis Brasil)
Production Company: Pix Post (Pix Post)
Video Director: Marcus Tornovsky (Pix Post)
Media placement: Direct Mailing - Dentist Office - 14 February 2011

Describe the brief from the client
Reinforce to the dentist the principal benefit of the Oral-B Pro-Health Whitening toothpaste: whiter teeth. And, by this, make doctors recommend the product to their patients.

Describe the challenges and key objectives
P&G wanted to narrow its relationship with dentists and become closer and more present in the lives of these professionals who are so vital for the company.

Describe how you arrived at the final design
We looked for an element that was already present in the dentist’s everyday life. So we got to the post-it notepad. Maintaining its usual design characteristics, but producing a colour variation that went from yellow to white, the post-it pad got a new function: to reinforce with the dentist the main benefit of the Oral-B Pro-Health Whitening toothpaste.

Give some indication of how successful the outcome was in the market
With a creative solution that was both low costing and highly useful for everyday activities, we further strengthened the connection between P&G and dentists, increasing the share of mind with the Oral-B brand’s most important audience.