Helping Orajel turn toothache relief into a more distinctive, empathetic, and ownable campaign platform built for long-term brand recognition.
Client
Orajel
Industry
Retail & Health
Service
End-to-End Production, Animation, Art Direction, Design, Creative Development
Techniques
3D/CG
Awards
Motion Design Awards
Wavemaker and Church & Dwight partnered with Clim Studio to create and produce a new campaign for Orajel, designed to position the brand as a more specific and memorable solution within a highly functional category. The challenge was to communicate fast-acting toothache relief in a way that could stand apart from generic pain-relief messaging and build stronger recognition over time.
We developed a bold visual world built around an impossible maze, using a minimal black-and-white aesthetic with controlled touches of Orajel red to create something sleek, striking, and unusual for the healthcare space. The result was a campaign platform designed to feel both emotionally aware and visually distinctive, helping Orajel communicate relief with more empathy, more clarity, and a stronger long-term brand presence.
Solving the Puzzle of Toothache. A daring concept within the healthcare industry.
Credits
Climent Canal, Jack A., Wavemaker UK, Tonet Durà, João Lucas, Witold Markiewicz, Berta Terrassa, QB SOUND, David Morrisey, Ann Wixley, Josh Ward, Monica Riley, Jenny Kesterton, Rossana Doldi.