GSK approached us with a brief to develop a campaign toolkit promoting Sensodyne Rapid Relief toothpaste and its new claim of providing relief from sensitive tooth pain in just 60 seconds. We set out to find a simple yet impactful way to dramatise the discomfort experienced by sufferers, who often describe tooth sensitivity as feeling like an electric shock. As the campaign was intended to evolve
into a global toolkit, it was essential that the creative idea could be easily understood,
adapted, and translated across different markets.