Cannes Lions

TeachBrush

GREY BRAZIL, Sao Paulo / GLAXO SMITH-KLINE / 2018

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Sensodyne, the specialist in sensitivity, created TeachBrush, the first regular toothbrush that teaches people how to brush their teeth with the correct strength. TeachBrush's head and handle are connected by magnets. Whenever the recommended pressure is exceeded (150 grams), it folds to interrupt the brushing movement immediately. TeachBrush doesn’t just prevent damage to teeth and gums, it changes people’s habits, so they can go back to regular toothbrushes again.

Execution

TeachBrush looks and works exactly like a regular toothbrush. However, when brushing above recommended strength, the toothbrush head folds, reminding the user of possible harm. This happens thanks to a magnet positioned between the head and the handle that separates when pushed beyond the limit of 150 grams of applied pressure. In less than 0.5 second, it goes back to its initial position, allowing the brushing function to resume naturally. While the entire oral health industry bets on expensive high-tech solutions, Sensodyne uses smart design to create an affordable and highly scalable product capable of changing people’s habits for the better.

Outcome

TeachBrush ensures Sensodyne's continued leading position in the fight against tooth sensitivity by offering a highly scalable product that can improve oral health conditions and the wellness of many people all around the globe. With a simple educational tool, we created an emotional connection between consumers and the brand.

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