High-Concept High-Tech Creative Development            

 
Positioning

Historically, the Sensodyne target was 40+. Studies showed people in their 20s were as apt to suffer sensative teeth when eating/drinking hot and cold items.

Our out-of-home campaign was targeted at 20-somethings "at the point of pain" outside restaurants, bars, ice cream shops.etc.
The campaign called attention to both the problem and the solution in a way the target could "feel."

The humorous execution was designed to attention-gettin and to appeal to a hip sensability. The urge to action was just as contempory for the times.

Concept and copy: John Gallagher
Design and cartoons: Joe Mauro