According to Haleon Research conducted in March with 2,000 U.K parents and children, about one in two kids feel low self-confidence* because of their teeth causing them to hold back, speak or smile less, and miss out on childhood. To combat this distressing statistic, Aquafresh and Grey London joined forces to empower all kinds of teeth; from bucky gaps to snaggle tooths to tinsel-teeth, and everything in between. Highlighting the transitory phase children go through between their baby teeth and adult teeth, the Perfect Teeth Are Just Healthy Teeth campaign champions unique dental configurations. According to Jayant Singh, Global Head of Oral Health at Haleon, “Aquafresh smashed the harmful ideal of 'picture perfect' teeth by shifting our children’s aspirations towards healthy teeth, not just aesthetically pleasing ones. We are building on our existing schools’ program to further build the oral health confidence of children today.” Renowned British creative Rankin photographed primary school children proudly showing their healthy teeth for the campaign which can be seen across OOH and social. The campaign also sought to explore and prototype concept toothbrushes — “The Newfanglers Brushes” — where we are exploring unique brushes with names like Fangtastic and Gap Getter. David Wigglesworth, ECD at Grey London reflects, “Everyone remembers how they felt about their teeth growing up, and some of us didn’t feel confident about them. Though insecurity is a serious problem, we did not want to solve it with a serious solution. We solved it with our inner child, instead. Whimsical at heart, we hope our toothbrushes start the chatter to normalize all types of teeth.”