AAMI Royal Baby
The Brief
Take your pick by Toothpicks
BRIEF: Activate a product that is lost in a sea of sameness and disrupt the category.
INSIGHT: People die of embarrassment when they realise they have food stuck in their teeth.
IDEA: What if we reminded people of the importance of Toothpicks?
SOLUTION: Let’s change the way Australians view Toothpicks by giving them fun and relevant personalities.
We’ll create a toothpick for every occasion: The Night Pack, The Everyday Pack and The Super Pack. Audiences just need to take their pick.
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Packaging
Solution
Snapchat
Geo Filter
The snapchat generation can now view and interact with toothpicks in a humorous way! When the user smiles into the camera, food appears on their pearly whites. When they raise their eye brows, the tooth pick comes and cleans the food from their teeth (and whitens them for an extra kick).
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