Agency: Grey, Düsseldorf
Art Director: Dennis Wolf
Copywriter: Anja Schachheim, Jörn Sonnenberg
Photographer: Franz Steiner, Rainer Behrens

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Sensodyne offers a complete line of products for sensitive teeth.
2. Affective: Consumers will feel connected to Sensodyne as the only brand committed to making hygiene products that make their everyday routine more enjoyable.
3. Conative: The end goal is to create a sense of curiosity that leads to the consumer trying a Sensodyne product through highly visual executions of impossibilities.

Positioning
As an over-arching brand position the shown ad is one execution for one product out of a larger family of products. The brands positioning is one of comfort and bliss. Put your teeth to ease with Sensodyne products that take care of your teeth. This campaign will intrigue the viewer and inspire them to see for themselves just how comfortable Sensodyne products are.

Consumer Promise
Sensodyne knows what it’s like to not enjoy teeth hygiene because of pain. This is why the brands sole purpose is to make this lifes necessity an absolute joy by innovating teeth hygiene products into the most sensitive products available.

ADDITIONAL EXECUTION

1. Visual: Sensodyne toothpaste sitting on a counter like pictured above. Cap off, toothpaste squeezed out onto counter, but instead of it being paste it’s fluffy clouds.
2. Copy: Ultra sensitive toothpaste