My Approach
I started with a simple insight: many people would rather live with discomfort than change their toothpaste. The idea was to show that using Sensodyne means getting back the joy of eating and enjoying life’s best moments. By partnering with MasterChef’s Reynold Poernomo and KOI Dessert Bar, we brought this to life through indulgent food experiences that sensitivity sufferers usually avoid.
Challenges
The main challenge was moving away from the usual clinical tone of toothpaste ads. We needed to make it feel inspiring and relatable while staying true to the brand. Working with multiple partners also meant making sure the creative direction stayed consistent across social content, the event, and all visuals. Finding the right balance between warmth, authenticity and brand credibility was key.
Conclusion
This project reminded me that the strongest ideas start from a real human truth. By showing what people gain instead of what they lose, we made Sensodyne feel empowering and relevant.
