With this campaign, Pepsodent set out to encourage children to brush their teeth and guide them on how to do it properly.
My primary role in the project was to develop a concept that would appeal to our target audience—kids aged 3 to 7. The winning idea was inspired by Swedish tandtroll (tooth trolls): mythical creatures that feed on sweets and are kept at bay by proper brushing.
Once we settled on the tooth troll concept, I illustrated the creatures, designed point-of-sale (POS) materials for the in-store launch, and created a guide on how to brush your teeth.
