Smyle, a seller of plastic-free tooth tablets (toothpaste), has teamed up with beach artist Tim Hoekstra for its latest campaign. Hoekstra wrote and drew an illustration measuring about thirty by forty meters on the beach at IJmuiden, which indicates that Smyle offers environmentally friendly toothpaste.

The flood then washed away the ad. An advertisement without environmental impact, therefore, explains responsible agency Fitzroy. The campaign was visible on the international plastic-free day. The temporality of the advertisement in the sand emphasizes the urgency of the plastic problem and the need to act.

Client: Smyle
Concept: Fitzroy

Alexis Verschueren

Making brand experiences that stick!