Responses by Snask.
Background: Curaprox’s colorful manual toothbrushes are as eye-catching as they are effective, earning them the spot as a go-to recommendation for serious dentists everywhere. But their electric counterpart, the Hydrosonic Pro, hasn’t quite enjoyed the same fame. So, the purpose of this campaign was to push the Hydrosonic Pro.
Design thinking: Our mission was to unite Curaprox’s electric toothbrushes with their beloved manual range, creating one big, happy family of oral care excellence. The result became a jaw-dropping, eyebrow-raising concept that shines the spotlight on the true hero, The Brilliant Brush Head, making the workhorse brush head the main character.
Challenges: Explaining and directing the talent when and how to act as a vibrating brush head.
Favorite details: How it all came together in the feeling, art direction, cast and direction. It can be hard to make a product like an electric toothbrush interesting. It’s an art to juggle everything so that the end feels fun yet new and refreshing.
Visual influences: Our everyday life with friends, family, pets, news, stupid TV shows and walks in the forest. We look for visual cues in our surroundings, and that’s where we get inspiration. It can also work the other way where something dull and boring sparks our imagination to do the opposite.
Alternate paths: You always ask yourself if you could have done anything differently a week after wrap. Next time, we would love to push this even harder. Now that we’ve established the brilliant brush head, it would be funny to go even bolder in terms of what it does. A brilliant brush head could also have off days, get weary or have other needs than what we first believe.
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