Sensodyne Science Study
3d, Video, VisualSensodyne are proud of the science behind their products. And for many years MOAs – Mode-Of-Actions – have been used on films and print to convey this science as well as reassert products’ efficacy and benefits.
Unfortunately, most of the competitors also rely on similar MOAs for their products. Sensodyne have been struggling to find an innovative way to depict product technology that could be considered a ownable brand asset.
In 2014, Braulio proposed a new science depiction model. He created a series of science films that vary according to the way each line of product acts against sensitivity.
Date: 12 | 2014
The Rationale
Independently of products’ active substances, the effect on sensitivity is very similar between different ranges and competitors brands. So how to show something new over an exploited subject?
Braulio got his inspiration from a very unexpected source. For him, the task had a parallel to the time when the English first created their own gothic style, later recognised as perpendicular gothic. The relationship sounded nuts, but they too needed a new ownable look over an already widespread subject.
And the solution was also the same. With a new point-of-view, the same story can be told in a fresh new way.
Instead of schematic cross-sections or sequences that mimic a realistic microscopic universe, he proposed a simple, elegant, front-facing view of science and benefits. This straight angle subliminally suggests a microscope analysis and the shapes’ abstraction steps into a modern / beauty universe without loosing authenticity. It’s different, and it’s exclusively Sensodyne.
Uniformity
The same model could be applied to different lines of products – different active substances – but still preserve a coherent, uniform, Sensodyne look & feel.
MOAs used previously were never able to do so.