New year resolutions

P&G wanted to bring a habit change in 2026.
Away from the old toothbrush.
Toward Oral-B iO.

Our hook: New Year’s resolutions.
If you truly want to do something for your health, then use Oral-B iO.
It’s much easier than detoxing, ice bathing, or eating greens.
It comes across as much more entertaining than what you’re used to from Oral-B.

K E Y V I S U A L

Creative Directors: Gianna Tachinardi, Fabio Lazzari, Desiree Leiprecht
Copywriters: Nicola Wassner
Art Directors: Gordana Erceg, Anastasiia Cherniavska

Client: P&G
Agency: Leo
Year: 2025