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Flossing is commonly skipped when it comes to people’s teeth cleaning routines, but research shows that brushing alone only cleans around 60% of tooth surfaces.

Dental stats are dull. So instead of telling people that regular brushing only cleans 60% of your teeth, we demonstrated it using only 60% of our ad space, leaving the rest “unfinished”.

In one of the UK’s most cluttered environments, this created instant disruption. It became a product demonstration that subverts poster form.

The campaign delivered immediate public impact through visible disruption in high-traffic commuter environments. The ‘unfinished’ posters generated double-takes and conversation, with production teams and media partners initially questioning whether artwork had been uploaded incorrectly — evidence that the pattern break was working.

By turning a health statistic into a physical demonstration, the campaign achieved instant comprehension without over-explanation, reinforcing TePe’s authority in oral care while positioning interdental cleaning as an essential daily habit.