At first, the Curaprox campaign may appear to revolve around abstract imagery. Once the viewer's gaze travels to the bottom of the poster and finds the toothbrush being promoted, a connection between the yellow circles and the bristles of the brush will be made. The tag line, which reads, "5460 Filaments for a Perfect Smile," helps to clarify the design as well. Made up of countless smiling emoticons, the Curaprox campaign cutely illustrates the benefits of this toothbrush.
Conceived and executed by Imelda Ogilvy, an ad agency based in Ljubljana, Slovenia, the Curaprox campaign was art directed by Branislav Milošević and creative directed by Jure Požun. Simple and slightly abstract, the Curaprox campaign will grab people attention immediately. Especially since they each use vibrant colors that complement the yellow smiling faces perfectly.