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Global Agency Wavemaker and Church & Dwight (Orajel) trusted Clim Studio to create and produce this 2-year campaign. A daring concept within the healthcare industry.

A minimalistic set/landscape design and a black & white approach with hints of corporate red. It all sets the tone to create this impossible-maze. A slick and sophisticated look that’s rare to see when talking about toothache.

The campaign, which aims to encourage customers to actively seek out Orajel as a specific solution over generic pain relief products, will form part of a longer-term creative positioning for the brand. The concept will also be drawn on for multiple touchpoints following the first bursts of TV ads and across the next two years.