Arm & Hammer: There's Plaque You Can't See by The VIA Agency

Date: Dec 2019
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The VIA Agency and Arm & Hammer Toothpaste created a new campaign to show how the toothpaste cleans better.

Though many people believe all toothpastes are the same, Arm & Hammer says otherwise. By using blacklight to show plaque on the teeth of dental students, Via and Arm & Hammer show that even those who take the best care of their teeth could be doing better.


Brian Demick – Client Strategy Lead

Sarah Blais – Client Strategist

Ian Dunn – Creative Lead

Emi Morita – Creative

Will Garcia – Creative

Louisa Beaulieu – Project Management Lead

Clare DeSantis – Project Manager

Scott MacLeod – Planning Lead

Nick LaManna - Planner

Jennifer Klumas – Producer

Playback Digital – Editorial

Josh Nussbaum – Director

Missing Pieces - Production Company

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