The Gum Fighters

Creative idea

Spitting blood when washing your teeth is one of the most shocking things people ignore – both in itself but also for the long terms problems it might suggest. That’s what defines Parodontax’ new, humoros campaign: “spitting blood means action”. For social media and influencer amplification, we ran with the concept and created a shared narrative universe for the influencers we engaged. We delivered the “tools” (a PR kit including product, props and apparel) – they delivered the stories. We called it “The Gum Fighters”. Was it a little ridiculous? Yes. But so is ignoring bleeding gums.

Brand name: parodontax
Advertiser / client: Haleon
Product / service: Oral healthcare products - parodontax
Campaign name: The Gum Fighters
Agency network: INDEPENDENT AGENCY
Agency: Brain & Heart Healthcare Communications, Bucharest
Account director (agency): Roxana Nicu
Client account director: Andreea Ilie
Managing director: Ruxandra Vasilescu
Additional company: Account Manager - Andreea Iacobescu Account Executive - Maria Grosaru Anca Ciobanu - Brand Manager