We explained our brand strategy with healthy and white smiles, not only through advertisements on television and mobile screens, but also with a real activation mechanism. We delivered our brand message to the visitors; with versions of pictures, they had never seen before. For them, an ordinary exhibition visit turned into an activation that they would never witness again.

Since ancient times, portrait painting has become an important part of art. Famous politicians, aristocratic family members and artists were depicted with many portraits and carried to the present day. It was the only way we could get to know them. The common feature in the Renaissance, Baroque and Neo-classical periods was that the portraits only depicted the physical features of people. Another common feature of the portraits, which were depicted without expression, was that people did not laugh, even in some books smiling is referred as an unvirtuous human trait in Medieval times. As Sensodyne, embracing the importance of smiling with healthy teeth, we set out to see if we could look at historical portraits from a new perspective.

We decided to reconstruct the 20th century aesthetic understanding, which made it a rule not to show the teeth. We went back to the origins to bring attention to a healthy white mouth. Collaborating with the Feriye Palace, we recreated the permanent collection of Sultans of the Palace, but this time with a smile. In order to create a realistic representation of the smile in the portraits, we used Generative Adverserial Networks mimicing human brain activity which enabled us to detact the facial expressions of the portraits and recreate them with a smile using thousands of tiny details over every bit of their faces.

Sensodyne built it's main brand communication strategy on sensitivity and sustained it's market leadership for the last 2 decades but the competition was fierce and the brand needed to be active in other extentions. To increase penetration rates in the whitening category extension where Signal was dominating, Sensodyne decided to launch a new product; Nourish Healthy White. To distrupt the current dental hygiene communication, we needed an impactful idea to create awareness. According to a segmentation research, the brand's main target segment was stated as "Affluent Singles", for this auidence personal care was at the core of their buying behaviour. When we looked into the affinities of this segment we saw that they were interested in art and history. We brought the solution we found to the unchanging concern of humanity and the importance of white and healthy teeth to our consumers by combining both history and technology.

Young Art Restoration scholars working on the project have given a new breath of life to classical paintings with immaculate detail. Shredding light to history, the museum visitors were surprised with the new face of the Palace. A less authoritarian, smiling face. We organized a special exhibition in one of the historical places of Istanbul. At first, we showed the smiling versions of the pictures to the guests who thought they were coming to an ordinary exhibition. Visitors, seeing the smiling versions of historical figures for the first time, witnessed the emotions from the past for the first time. We expanded the campaign to outdoor and press mediums.

As of the initial start day, more than 4000 people visited the event