The Kook Toothpicks ad campaign shows people that carrying around such small sticks of wood doesn't have to feel like a chore anymore. In spite of their diminutive size, the packs are not necessarily convenient to travel around with on a daily basis. Kook Toothpicks hopes to change that by introducing a 10 pieces easy carry pack.
Conceived and executed by Valappila Communications, an ad agency based in India, the Kook Toothpicks ad campaign depicts giant toothpicks sticking out of the side of cars and boats as though they were impaled with them. The ad campaign was art directed by Saji Johnny Kundukulam and shot by photographer Kevin McCool. It focuses on surreal situations to grab people's attention. This surreality will nevertheless feel legitimate to many.