We renewed the content to differentiate the brand’s small points as ‘Breath care’ that cares from the cause and to communicate
with young targets point by point. We want to suggest a daily routine so that people can recognize that using GENTIST toothpaste = someone who takes good self-care.
Concept_
‘Caring for the Cause of Bad Breath’
To educate our young target audience that the root cause of bad breath is often gum disease, we approached the issue from a ‘beauty dental’ perspective.
We aimed to establish an identity that could integrate seamlessly into their daily lives.
To achieve this, we provided a variety of visual guides—including product shots that look like they were captured in everyday settings and videos
depicting daily routines—to effectively communicate our desired brand image.
Focusing on ‘collagen,’ a key ingredient for gum care, we took visual inspiration
from various exercise tools that evoke a sense of elasticity.
This approach was aimed at creating a relatable connection point for
an ingredient that might otherwise feel unfamiliar or complex to our target audience.
Visual concept_
Our goal was to maintain the product’s existing look but renew the overall concept and visuals to appeal to a younger demographic.
Based on the insight that dental care isn’t a chore but a simple part of daily life, we built the visuals around the concept of ‘the daily routine of someone who practices good self-care.’
We experimented with natural effects and compositions that resemble smartphone photos, capturing realistic scenes with details like a toothpaste tube leaning against a wall, a squeezed tube, or an open cap.
In our model direction, we focused on capturing natural expressions and gestures. These visual assets were then combined with familiar mobile UI elements for effective deployment on digital media targeting a young audience.
Routine variation_
We produced a video based on the ‘daily routine’ concept to further expand the theme of ‘dental care in everyday life.’
The main creative was a three-panel, split-screen video depicting a day’s routine. To support this, we also produced standalone,
story-driven videos for versatile use across different channels, helping to solidify the brand’s message.
