Sensodyne Turns Cairo’s Streets into a Lesson in Double Protection
Cairo’s streets are speaking with confidence this season, as Sensodyne’s billboards rise above traffic to deliver a promise of double protection in a single glance.
Following their prior appearance, the new visual’s creative center stands an arresting Arabic headline that translates to “One toothpaste protects your teeth twice.” The visual interpretation of this simple message can easily be seen in the contiguous circular graphic of a tooth engulfed in motion lines. The use of red and blue communicates the periodicity of this message, relieving sensitivity and safeguarding against cavities.
On either side of the billboard, there are two dental experts, who appear not just as sponsors but as people one can turn to. Their uniforms and smiles come together to leave an imprint of trust, showing that the brand stands behind the recommendation of dentists, not just advertising.
The item packaging is placed centrally to anchor the entire perspective, while the brand recall is achieved without overwhelming the viewer, being readable from a distance. In effect, this campaign grasps its surroundings. It acknowledges the audience’s short attention span but also tells them a full story, from sensitivity to cavities, approval from experts, to long-lasting protection. Sensodyne does not aim to entertain the streets of Cairo but to assure them instead.
Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about this campaign.
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