Introduction
According to GlaxoSmithKline data, teeth hypersensitivity affects about 60% of people, negatively affecting their daily lives. Sensodyne is a brand of toothpaste that can help overcome the symptoms and bring relief. GSK team wanted to create something different from TV campaigns and digital activities. They were not enough to prove the toothpaste's real effect on the consumers. We have come up with an idea of showing the real impact of brushing techniques on hypersensitivity and presenting good cleaning practices using prototype technology.
Prototype for Sensodyne: smart toothbrush
To educate people about proper brushing techniques, we have created a prototype of the device that has conducted an analysis of the brush's movement and the measurement of pressure exerted on the enamel. We have developed an algorithm based on artificial intelligence mechanisms that have been implemented to recognize the correct movement patterns. The training dataset was prepared in the cooperation of experienced dentists from GSK.
Together with the prototype device (we named it: the smart toothbrush), we have created an interactive game for end-users. People were playing our game and using the smart toothbrush, so we could provide feedback on if they were cleaning their teeth properly (not to cause hypersensitivity), and we have taught people proper techniques. We also showed how to use Sensodyne toothpaste to make it more effective.
| Role | Owner |
|---|---|
| Agency | BRASIL / TDY |
| Client | GSK |
| Art. / Creative Director | Dominik Tomasik |
| Creative Director | Maciej Straszewicz |
| Senior Project Manager | Katarzyna Małecka |
| Interactive Creative | Artur Chudzik |
| Interactive Production | Kuba Krasucki |
| Senior Engineer, R&D | Artur Chudzik |
| Strategy | Henryk Klawe |
| 3D Art | Mateusz Łosiński |
| Senior Front End Developer | Michał Mikłowski |
| Junior Front End Developer | Dominik Ofiara |
| Lead Graphic Designer | Bartosz Włodarczyk |
| Copywriter | Katarzyna Małecka |
| Poster Designer | Bartosz Włodarczyk / Agata Stanecka |
| DTP | Rafał Jastrzębski / Piotr Kusztal |
| Brand Manager (OTRIVIN) | Ewelina Chylicka |
| Senior Brand Manager (SENSODYNE) | Bartosz Morenc |
| Senior Brand Manager (VOLTAREN) | Michał Gliszczyński |