Sensodyne has launched a new campaign to promote its Sensodyne Complete Protection + Anti-Tartar toothpaste line, highlighting the importance of oral health when cleaning traffic signs in the capital of São Paulo.
Created by Publicis Leon, the campaign uses a giant replica of a toothbrush to remove dirt from plaque, drawing an analogy with the effectiveness of toothpaste in removing dental plaque.
The campaign identified critical points in the city where signage was compromised by dirt, impacting the safety of around 3.5 million people every week.
The campaign, which included the participation of influencer Pedro Paulo, famous on TikTok, began on Avenida Paulista. The influencer produced content for his channel and for the brand, recording the cleaning of the signs up close.
The campaign had its first special content shown on the soap opera *No Rancho Fundo* on TV Globo. In addition, a group of influencers amplified the action on social media, helping to reach an even larger audience.
“We carried out a sign cleaning operation around the city to not only reinforce the importance of cleaning signs, but also to offer a service to the population. The action begins on the streets of the country’s largest capital and extends to Sensodyne’s social networks,” says Arturo Marenda, Executive Creative Director at Publicis Brazil.
In the campaign video, the public can see the difference between the plates before and after cleaning, making a correlation with oral hygiene.
Andre Campos, Marketing Director at Haleon Brazil, adds: “The idea behind the campaign is to use the signs we see to remind us of the ones we don’t. Sensodyne is already the world’s #1 toothpaste for sensitivity, but it goes beyond that, delivering all the benefits consumers are looking for in terms of oral health.”
Check out the video of the action: