Hismile
Brushing your teeth... it's not exactly the most exciting part of your day. The same minty flavour time and time again, morning after morning, night after night. You're bored. Your teeth are bored. Heavens knows, your bathroom sink's probably yawning.
It's time fresh got a refresh, and Hi by Hismile's check-up couldn't be better timed. A range of rainbow-flavoured toothpastes, it promises to treat your teeth without even one 'tut' from your dentist. My job was to launch it, creating a social-first campaign that stretched from fruity product descriptions to pop-ups on Bondi beach. Quite the filling.
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If there's a science to creating the world's biggest hyper-casual apps, Homa Games has found the formula in its hyper-performance lab. A platform to iterate, optimise and roll out the out-right addictive, it slips developers a cheat code to smash the odds and game the system to their advantage.
The secret? Data-fuelled creativity. A process which helps creators find their way into millions of pockets, and an idea which influenced every element of the part-technical, part-radical rebrand.
Agency / In-house
Year / 2022
Team / @grahampotts
Treat your teeth
Sweet mango sorbet. A cool glass of iced tea. That first slice of summer watermelon. Our teeth are there for us every time we bite into something delicious. Now it’s time we gave them something just as tasty back (while still maintaining that perfect smile).
This idea is all about positioning toothpaste as something we actually want. Forgetting the prescribed, everyday flavour we've been used to, and giving our smile a whole host of delicious, mouth-frothing, taste-bud-tingling creations to swish round and spit out. No rinsing needed.
The campaign idea
A breath of fresh care
Look, we get what you're thinking... how can flavour this good be good for my teeth? We know, but honestly there's nothing to fear. Not only is each of our flavours designed to leave your mouth totally reinvigorated, with zero sugar, zero worries and zero guilt you taste-buds can tingle all the way to the dentist.
The Hi by Hismile guarantee
Inject it straight into your games
It's a simple equation: great data unlocks greater creativity. It's why, through every iteration of the process, we inject your ideas with insight, numbers and metrics to squeeze as much fun out of them as possible. Doing everything we ethically can to reach the highest levels of performance and get your app to launch.
You'll be frothing from the mouth
People don't crave toothpaste. They crave ice cream. So what better way to tell people that our new creations are just as delectable, just as tantalising, than pulling up in our very own ice cream truck? Cue a queue around the block as beach-goers jump in line for a scoop of mango, watermelon and mint, and end up brushing up against something completely different.
Pulling up to Bondi Beach
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