Maxam Toiletries recently released a print campaign that’s sure to send people clambering to stores to buy toothpaste. Titled ‘Civilization Rome’ and ‘Civilization Egypt’ respectively, these two campaigns feature teeth that have been inhabited by some serious plaque. Rather than showing audiences nasty holes formed as a result of bacteria, the ad replicates historical monuments, leaving viewers in awe as to what plaque can potentially do to their teeth. The shock value of the graphics used will no doubt ensure Maxam Toiletries’ message is spread.
This clever campaign was produced by JWT Shanghai. It’s already become such a hit that it won the Gold Outdoor and Gold Press Lions at Cannes International Festival of Creativity. The JWT team really outdid themselves on this one.