Pronamel Acid Truth Campaign3d, Campaign, Digital, Print, Video, Visual
The Acid Truth was a condition awareness campaign launched in 2014 for Pronamel toothpaste.
The campaign goal was to enlighten a generation about the effects of acid on enamel, by revealing the truth… one surprising and compelling fact at a time.
Acid wear is a hidden threat. Acids in food and drink can weaken the teeth enamel. Over time, teeth become thin, yellow, transparent and dull. But there’s a solution. If people act early they are able reduce the effects and maintain their normal healthy diets.
Date: 03 | 2014
4 out 10 people don’t even know they have acid wear and Pronamel is the No.1 dentist recommended toothpaste against it.
Digital Teaser Films
Conceptualising with the Creative Director, Braulio created a series of kinetic typography films for digital media.
Mocked acidic products ads were created. They surprised consumers by revealing that such common food and drinks are actually the triggers of acid wear.
The campaign went live in 3 of Pronamel’s largest markets, US, UK and Canada.