2: DIGITAL (Integrated digital campaigns)

Sensitivity-Free Food - Sensodyne Rapid Action - GSK SENSODYNE JPG
Sensitivity-Free Food - Sensodyne Rapid Action - GSK SENSODYNE MP4 1m:52s

Sensitivity-Free Food - GSK SENSODYNE
Sensodyne Rapid Action

Sensitivity-Free Food - GSK SENSODYNE - Sensodyne Rapid Action


Title of Entry: Sensitivity-Free Food
Product/Service: Sensodyne Rapid Action
Client: Aneela Halani – Brand Manager
Entrant Company: Wunderman Thompson Dubai
Creative Agency: Wunderman Thompson Dubai
Judging URL: https://www.youtube.com/watch?v=ntcQ91wfLWQ
Live site URL: https://www.instagram.com/p/B8_fLVPpzk6/
Support URL: https://www.instagram.com/p/B8nmNdHFes8/
Chief Creative Officer: Executive Creative Director: Pablo Maldonado
Account Executive: Senior Account Executive: Lara Medanat
Account Manager: Senior Account Director: Irmak Aktas
Creative Director: Associate Creative Director: Hassan Bilgrami
Date of Release: 2020-02-20
Digital Producer: Rajeev Virani, Shivani Virani
Notes: 1 in 2 people in the UAE suffer from sensitive teeth. Many avoid pain by avoiding their favourite food and drinks. Ironically, when it comes to embracing the latest culinary trends, the same nation is second to none.

So we decided to highlight the absurdity of this situation by developing the world’s first Sensitivity-Free Food. We partnered a molecular gastronomy chef to isolate and extract the sensitivity pain triggers in three popular treats. The foods failed when it came to the taste… Exactly what we wanted to demonstrate! Because the only real way to fight teeth sensitivity is: Sensodyne.

In just one month, we reached over 23 million people, generating more then 42 million views using multiple assets across platforms to keep the conversation going. The idea continues to generate buzz and is now being activated as a region-wide campaign.
Media type #1: https://www.youtube.com/watch?v=ntcQ91wfLWQ
Media type #2: https://www.instagram.com/p/B8_fLVPpzk6/
Media type #3: https://www.instagram.com/p/B8nmNdHFes8/
Media type #4: https://www.instagram.com/p/B8ojdGunhWG/
Digital Strategist: Assistant Director: Shantanu Suri
Developer: Director: Duncan Kemp
Designer: 3D Graphic Designer: Adrián San Vicente
UX Designer: Photographer: Chris Lucas
Art Director: Fahad Naeem
Copywriter: Arabic Copywriter: Mohamed Nada
Other Credits: Head of Strategy: Alvaro Bretel
Other Credits: Junior Strategic Planner: Dina Alsharif
Other Credits: Junior Copywriter: Anant Kurup
Other Credits: Senior Art Director: Gustavo Dallegrave:
Other Credits: Editor: Valerie Pinto
Other Credits: Videographer: Ariana Rodriquez
Other Credits: GSK SensodyneBrand Manager: Aneela Halani
Other Credits: Traffic Manager: Sanaz Khodabandeh
Other Credits: Traffic Coordinator: Josephine Lawaan
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