All Work
In-Game Activation — Product Launch
Toothbrush Tycoon
Making a premium toothbrush culturally relevant to gamers.
Client
Oral-B
Role
Creative Direction
Year
2023
01 — Challenge
Make an electric toothbrush interesting to young players.
The iO9 was a high-tech flagship, but oral care is the last category a gaming audience wants marketed to them.
02 — Insight
Precision and performance are gamer values too.
This audience respects engineering and stats. Framed right, a precision device speaks their language.
Speak to the gamer’s love of gear, not their gums.
03 — Approach
Position the iO9 as precision gear, not a chore.
We activated inside gaming culture with a performance-and-precision narrative, letting creators treat the device like a piece of high-spec kit.
04 — The Work
An unlikely product that earned a place in the feed.
Creator integrations, a precision-led product film, and in-game moments that made oral care feel unexpectedly cool.
Results — Box Score
33M
Impressions
2.1x
Consideration Lift
45%
Positive Sentiment
12
Creator Partners
4
Platforms
RECOGNITION