CAPABILITIES: ADVERTISING, SERVICE DESIGN
TIME TO GIVE TOOTHACHE THE FINGER
Orajel faced a big cultural problem: UK consumers with toothache would default thoughtlessly to using tablets to resolve their pain and discomfort. Orajel needed a platform to compete; it needed an idea that would work hard and deliver extraordinary cut-through to spread its message to consumers around the UK, from a very limited media budget.
Therapy created the Give Toothache the Finger campaign which dramatised the product’s point of superiority over pain relief pills: immediate, powerful, targeted relief at the end of your finger.