Re-branding, Conceptual

I was part of an initial creative team conceptualising a new consumer campaign to be further developed by Grey and adapted by WTHL.
Targeted at people less bothered by teeth sensitivity, who often are highly adept at avoiding pain, with a new proposition, 'Life's too short to miss out the joy of food freedom', Sensodyne wanted to celebrate life through the enjoyment of food with a dynamic, vibrant and energetic new tone and feel that would appeal to a young and mid-adult demographic.

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