Cannes Lions

PEPSODENT

BORGHI/LOWE, Sao Paulo / UNILEVER / 2013

Presentation Image
Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Description

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.

Execution

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.

Outcome

The campaign has just started running. Therefore, the results in terms of sales and perception are still being registered.

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