SURI
Countering chaos with a beautiful brush
Toothbrushes are pretty gross. Decades of plastic, with a throwaway mindset. The pricey ones flash and whirr and come with apps. SURI’s brush is simple. Made of aluminium, with recyclable plant-based heads. But how to make waves in such an established category?
The Brief
Lovers were initially invited to help SURI make a bold, awareness-raising statement at Europe’s biggest digital exhibition space. The breakthroughs we made there helped us go on to shape SURI’s first ever out-of-home campaign a few months later.
An Ocean Of Sadness
4 billion brushes a year
We spotted a simple stat on SURI’s packaging: 4 billion toothbrushes are thrown away every year. We decided we had to blow that up on the towering 360 degree screens at Outernet. Not in writing, but visually. We wanted to viscerally immerse our audience in that fact.
The Last Toothbrush
AN AWFUL SPECTACLE
The grinding, dying & dead brushes writhe in a pit of despair, vanishing over the horizon in every direction. Then out of the chaos swoops a single SURI. The last toothbrush you’ll ever need. Instead of starting with the beauty of the brush, we end on it as a clear solution.
SURI’S FIRST ABOVE THE LINE CAMPAIGN
We expanded on ‘beautiful’ for SURI’s first above the line campaign. Sleek minimalism defined countered the plastic chaos, but we needed a more intimate, inviting approach to build desirability. We focused on morning’s potential to be beautiful and set up your day.
Morning Beautiful
a logo system for everywhere
We built a logo system for maximum flexibility across every environment GGPC lives in. Using a responsive hierarchy, the brand remains legible and impactful. Whether it's anchored on a massive stage or stamped onto a festival wristband, each variation tuned to hold its own.