sensodyne:
The smile bank.

Creating a Smile Movement

For this Sensodyne commercial activation, we got three famous comedians/celebrities and challenged them to go on the streets and get people to smile. It was fun to create for myself and the crew. We used hidden cameras (3 cameras in parallel) and had a moving control room (in a production bus) to follow the comedians as they spontaneously approached people for the movement. The CSR initiative encourages people to share their own pictures/videos making others smile, and Sensodyne will offer free dental checkups in rural areas for every shared story.