Arm & Hammer - ‘You Can Do Better’ UK campaign & ‘Wheely Natural Game’

Both Campaigns ran back-to-back and featured the A&H ‘Life Coach’...

Natural Campaign: While working at Therapy Agency London, I collaborated with the talented design team to bring the launch of the new Natural range to life, featuring two standout products: Charcoal White and Simply Natural. Charcoal Whiteharnesses the natural cleaning power of Baking Soda and Activated Charcoal for intense stain removal, while Simply Natural offers a gentler path to a brighter, whiter smile with 96% naturally derived ingredients.

With digital and mobile formats as the core media focus, we aimed to create visually striking executions that highlighted both the products' powerful cleaning capabilities and their natural origins. Partnering with the design team, we combined dynamic explosive graphics with natural cues to vividly depict the brushing experience. Despite the tight constraints of a 200kb file size, our final creations were bold, energetic, and engaging—proving that even restrictive formats can deliver standout results.

To further drive product awareness, our team developed a fun, interactive social media game: “The Wheely Natural.”This roulette-style game, with a natural twist, encouraged users to “place their bets” for a chance to win themed prizes tied to Simply Natural or Charcoal White. Designed and animated entirely in-house, the game was an exciting, playful addition to the campaign, showcasing the creativity and collaboration at Therapy Agency London.

You Can Do Better campaign: Toothpaste advertising has become formulaic and bland. Consumers have come to accept the category as something to be tolerated. Or (more likely) just ignored. "It's samey, boring... I've seen it a hundred times before..." Arm & Hammer wanted to shake things up: work to get consumers to pay attention to the category again - and in doing so, reconsider their predictable brand choice...

We created a campaign for those people who expect a little more out of life, people who are always looking for the next excuse to smash through the tedium and discover something exceptional. Arm & Hammer is the only toothpaste  containing kick-ass baking soda. That’s   why it tastes exceptional, feels exceptional and cleans in an exceptional way. The ‘You Can Do Better Campaign’ reached out to those consumers who just demand that little bit more out of life, love and toothpaste: It spoke to those discerning folks who don’t just accept, ‘acceptable’. The communications were an announcement that Oralcare doesn’t have to be average - brought to life by our deliciously mutinous Life Coach.