Grass at sidewalks

Little grass grows everywhere at sidewalks, so we used this environment to promote J&J Reach dental floss.

Client
Johnson & Johnson

Agency
JWT

Year
2012

Idea

How can we show the awkward sensation caused by the sight of food between teeth? Little grass grows everywhere at sidewalks, so we used this environment to promote Johnson & Johnson Reach dental floss. Faces were painted on the sidewalks, leaving the little grass between people´s teeth.