No Strings Attached
Concepting, Art Direction, Illustration
Updated May 2012
Airfloss had the challenge of changing the habits and routine of how majority of people floss. Our insight was that flossing with standard floss is tedious, painful, and inconvenient. Our campaign highlighted this by having the consumer literally remove floss from the equation.
Through independent studies we found little to no respondents actually enjoyed flossing.
Cut The Floss Co-branded Advergame
AirFloss partners with ZeptoLab and Chillingo, makers of the popular Cut the Rope game, to develop a branded version using floss. The game works as a Facebook app and encourages users to get rid of floss in favor of an AirFloss in a playful way. While playing, users can share their scores with friends or make the digital pledge to never floss again.
Interactive In-Store Placement
Motion-activated projections on convenience store floors invite people to swipe the words with their feet to remove the floss. After swiping, they see a branded message for AirFloss and the projection restarts.
Copywriter Brandon Curl