For those with sensitive teeth, there’s a constant fear, the dread that taking a bite of cold or acidic foods, or sipping a hot or ice-cold drink, will trigger a sharp, nerve-piercing pain. As part of Sensodyne Rapid Relief's ongoing activity, we were tasked with developing a creative toolkit that moves away
from the usual clinical and cliché methods of advertising specialist oral care products.

Beat the Fear was designed to rally behind those who suffer, and instead of the typical images of people wincing while eating trigger foods, we launched a campaign that showcased them triumphing with attitude. The photography chosen to disrupt with a user-generated feel.