Our approach translated the intangible feeling of sensitivity pain into tangible visuals and sounds. Close-ups of the woman biting into ice captured the tempting yet painful nature of sensitivity, while the iconic, cringe-inducing sounds conveyed the unpleasant experience. The tagline "Do you dare to try it?" challenged viewers to confront their sensitivity issues and trust PS Sensitive Toothpaste for relief.

We executed this concept through visually stunning TV commercials, engaging social media content, and interactive in-store displays. This multi-sensory campaign successfully communicated the discomfort of tooth sensitivity and positioned PS Sensitive Toothpaste as the solution. By combining captivating visuals and evocative sounds, we created a memorable and impactful experience, boosting brand awareness and product adoption.

This project demonstrates my ability to transform abstract concepts into engaging, multi-sensory campaigns that resonate with audiences and effectively communicate product benefits.

Disciplines: Advertising, Digital, Social

Agency: Mullen Lowe

Client: Unilever

Role: Creative Director

Country: Vietnam