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By Amy Houston, Senior Reporter

June 6, 2023 | 2 min read

This creative project is a plastic-free promotion for Smyle’s tooth tablets.

Joining forces with beach artist Tim Hoekstra, the brand has created an ad campaign that is designed to wash away to mark International Ocean Day. No litter will be left behind.

Hoekstra is known as an environmentally conscious artist committed to a cleaner future. He lent his talents to this project which was drawn in the sand on the beach of Ijmuiden in the Netherlands. The area was suitable for creating such a large illustration and, in total, it measures 30 x 40 square meters.

The temporary nature of the ad in the sand emphasizes the urgency of the plastic problem and the need to take action.

Amsterdam-based agency Fitzroy was the creative brains behind the push. Mischa Schreuder, creative partner at the shop, said: “Smyle approached us and there was an instant connection. At Fitzroy, we want to create communication that contributes to nature and the environment, and Smyle does this every day with their plastic-free toothpaste.

“Toothpaste tablets that are not packaged in plastic tubes, and the toothpaste itself does not contain microplastics. A pure product that we were happy to assist with their mission for a plastic-free ocean and world, and importantly, it is also good for your teeth.”

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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