Plaquelighting: The experiment

Published On
Jan 17, 2020


We know ARM & HAMMER Baking Soda toothpastes remove more plaque than non-baking soda toothpaste, but how do we prove it? Get the people most confident in their toothpaste and routine—actual dental students—and put them under blacklight, where plaque can't hide. We found out that they may know teeth, but they don't know plaque removal like ARM & HAMMER does.


Jan 17, 2020
Agency :
The VIA Agency
Creative Director :
Ian Dunn
Copywriter :
Will Garcia
Art Director :
Emi Morita
Art Director :
Renata Chimenti
Producer :
Jennifer Klumas
Client Strategy :
Sarah Blais
Planning :
Nick LaManna
Project Management :
Louisa Gemmer
Project Management :
Clare DeSantis
Production Company :
m ss ng p eces
Director :
Josh Nussbaum
Post Production :
Playback Digital
Editor :
Ian Park
Art Director :
Thompson Imasogie

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