Church & Dwight
Orajel Kids
SOCIAL
BACKGROUND
Although oral health is ubiquitous on social channels, children’s oral health is a small fraction of that. To promote their Cooling Gel for Teething, Orajel challenged us to reach this audience of parents.
JOURNEY
For young parents, social media is threefold: a place to vent, a place to ask (and give) parenting advice, and a place to share positive moments of their children. In the latter, there is a visual habit of celebrating milestones with letter boards.
On digital channels, most conversations about teething babies are framed as a challenging phase. Using the letterboard aesthetic we wanted to recontextualize a difficult growth experience as a moment of triumph for the parent.
I composited stock photography and studio-shot letterboards with cheeky one-liners; animating the frames with a light stop-motion touch to create charming scenes. We humanized the brand, and balanced a light touch of humor with sympathy.
TEAM
Creative Director: Jamie Perrequet. Penn Li. Designer: Abby Hirsh.