・work・Smyle
Brushing A New Path Forward
Smyle, a pioneer in sustainable dental care, set out to tackle the issue of over 1.5 billion plastic toothpaste tubes polluting the planet each year. The challenge was to elevate Smyle’s profile as a market leader, inspire both consumers and retailers, and drive mainstream adoption of their eco-friendly products.
Agency
Client
Field
Project overview
Smyle’s mission was clear: make sustainable dental care the norm. To achieve this, the brand needed a bold, creative campaign that amplified its message, spotlighted its innovation, and left a lasting impression. The campaign had to resonate with both environmentally conscious consumers and retailers, inspiring widespread change in the industry.
big idea
Smyle’s products leave no harmful footprint—so why should their advertising? The campaign featured ephemeral, eco-friendly billboards crafted from natural materials. From sand art that disappeared with the tide to snow carvings that melted away, the fleeting nature of these installations mirrored Smyle’s commitment to sustainability while creating a buzzworthy statement.
Results
The campaign resonated on a global scale, earning Smyle recognition as one of the "Coolest Dutch Brands." Thousands of new retail contracts were secured, and brand awareness soared. The Wash-Away Billboard and Snow Carving installations not only created lasting impressions but also won multiple awards, demonstrating that sustainability and innovation go hand in hand.
This campaign is multi-award-winning, including a
Dutch Creativity Award
and a
YouTube Award
.