BORGHI/LOWE, Sao Paulo / UNILEVER / 2013
The main challenge was to show the reach in an innovative and intelligent way. But it was also important to show and valorize the product. We decided then to demonstrate visually that the Pepsodent toothbrush was capable of reaching impossible places. To accomplish this, we created ads and posters with optical illusions, in which the Pepsodent toothbrushes literally reached impossible places.
In order to create these impossible places, we searched for references in the works of M.C. Escher, Oscar Reutersvärd, and also Roger Penrose. Based on the Penrose triangle, we developed other objects that cause optical illusions. We placed the Pepsodent toothbrushes going through these objects, defying the logic of the image.
The campaign has just started running. Therefore, the results in terms of sales and perception are still being registered.
VMLY&R, New york
MINDSHARE MALAYSIA, Kuala lumpur