Robin Backgren

About me

Brush with me

Young  Ones  Case

Client – Philips Sonicare is a leading oral care brand developing electric toothbrushes and digital tools that help families build healthy brushing habits from an early age. The assignment was to explore how Sonicare could make daily brushing easier and more engaging for both parents and children.  



Problem – For many families, brushing teeth becomes a daily struggle. Parents remind and negotiate while children resist a routine they find boring or unnecessary. At the same time, the small moments families repeat every day are often the ones they rarely remember as children grow up.

Idea – Instead of treating brushing as a task children have to do, we turned it into a moment families want to share. The campaign “Brush With Me” encourages parents and children to brush together and capture a photo after each session. Over time, these moments build a growing timelapse of childhood. Transforming two minutes of daily routine into a visual timeline of memories created together.

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