Sensodyne Contest Ended

Convince people with sensitive teeth to end their discomfort by using the most advanced solution in the world - Sensodyne Repair and Protect.

Start July 21, 2014 End September 01, 2014 23:59 UTC Deliberation Results October 2014
July 21, 2014
September 01, 2014 23:59 UTC
October 2014

Remember to show the Novamin Story

20 Aug 07:34

Your video cannot just MENTION that Sensodyne is the best solution for sensitive teeth but it must EXPLAIN WHY Sensodyne with the Novamin science and technology is the most advance solution (backed by information found in the brief). Capture people’s attention with your video but don’t forget to convince them with the Novamin story.



Living with sensitive teeth is quite a punishment. Vibration, pain and discomfort arise from hot and cold drinks and treats. Ouch! That’s why Sensodyne decided it was going to overcome this problem. It all started with the discovery of an incredible ingredient that was developed, researched and perfected to give NovaMin.

The main ingredient in NovaMin was discovered in 1969 when a solution to help American soldiers’ bones was needed. The solution was found and adapted for dental treatment in the 90’s. Sensodyne invested in years of research and development that led to the ultimate treatment for sensitive teeth. This material is super strong and is able to close off all the small holes in your teeth that lead to sensitivity to hot and cold. It was patented and belongs solely to Sensodyne. People that settle for anything but this solution are wasting their time. They should aim for the best, long-term formula, offered to them by Sensodyne.

Sensodyne Repair and Protect, is made with NovaMin. Every toothpaste tube contains years of superior skill, quality and knowledge. The folks at Sensodyne really got serious about fixing this problem, gathering their best scientists and investing for many years in order to bring to sufferers a long-term, effective solution.

Your job is to let people who have this awful condition know that they can now eat anything they want without the inconvenience they’re used to because the science behind “Sensodyne Repair and Protect” is so advanced that they will be able to kiss their problem goodbye for a long time.

Creative Challenge

Create an exciting story letting all sensitive-teeth-sufferers know that the science and technology of “Sensodyne Repair and Protect” will put an end to their horrible problem for a long time!

It’s now YOUR job to inform the sufferers that there is a better solution now and they can go on living their life by using this solution especially developed for them by the brilliant scientists at Sensodyne.

You are asked to help spread the word that Sensodyne Repair and Protect is a premium solution that helps to overcome teeth sensitivity for a long time by repairing and protecting the teeth. The scientists at Sensodyne can do this because they are a smart bunch that uses high-end science and technology.

We are not looking for an ad but a cool idea to present the story behind “Sensodyne Repair and Protect” – create a video that would explain to viewers why they absolutely don’t need to hurt anymore and that only “Sensodyne Repair and Protect” has the scientific power to help them with their sensitive teeth situation.


You can base your ideas on the way Sensodyne is communicating today but please make sure that the people who see it understand that ONLY Sensodyne has the scientific power to permanently fix their problem. Make sure it’s clear that serious time and skill were invested in this toothpaste. It was created with the purpose of introducing a new life, free from sensitive teeth, to sufferers.

Think of Andrew, he’s 32 and he misses chocolate shakes. He learned to live without it or taste it once in a while but it comes with an awful sensitivity to pain.

He thinks that all toothpastes are the same so he doesn’t care which one he chooses. Make sure he understands that he’s wrong. Sensodyne is the expert in oral sensitivity and everything else is a waste of pain and ice cream.


The following examples are only provided to illustrate our expectations. Please do not use them literally in your submission or it will be rejected.

What goes into the tube | years of research, talent and persistence are in every toothpaste box. You could almost see it if you look in a tube of Sensodyne. People don’t realize how hard Sensodyne has worked to offer them the best solution to their problem.

The recipe | it’s “very easy” to create “Sensodyne Repair and Protect”. A university professor is attempting to teach the class how to create the toothpaste and they realize it’s a very difficult and complex process. (The bottom line is that Sensodyne took it upon itself to take the long road by perfecting the ultimate solution for teeth sensitivity).

The best fix: You would not drink aspirin to fix a broken arm, you go to a medical professional with the right expertise. Similarly, you can try solutions to temporarily minimize teeth sensitivity but if you are serious about it, you want a long-term solution: only Sensodyne, with NovaMin has the best technology to help repair your teeth.


Jury's Prize

  • #1 Prize €8,000
  • #2 Prize €5,000
  • #3 Prize €2,000


Video/Animation up to 30 secs

Winning Criteria

Beyond a well-produced video, Sensodyne wants to be MORE impressed by the way you explain to sufferers that Sensodyne has the most advanced product that will help them with their problem.

We are interested in original, communicative ideas. We need to explain that this product is the ultimate master in REPAIRING the problem and PROTECTING those with sensitive teeth. The style should be “sciency” and premium – this is a high-end solution for those who want to end their pain. Project authority (we are the experts at relieving the discomfort of sensitive teeth).


Guidelines for this contest

  • You can include the science info in any way you want: Sensodyne Repair & Protect contains patented NovaMin® technology, which seeks out and forms a tooth-like layer over vulnerable areas of the tooth where dentine is exposed. Use twice a day, every day, to continuously help repair*, strengthen and protect your teeth from sensitivity
  • You can find out more about Sensodyne NovaMin from the website.
  • NO making fun of science, something so humorous that seems unprofessional.
  • Create something that would motivate you to go out and try this product because it is the most outstanding solution.
  • The logo should appear somewhere in the video. You can download it from the toolkit.
  • Please write this line, as an end-frame (as a legal disclaimer): “Sensodyne, Novamin and the rings device are trademarks of the GSK group of companies. For the relief of sensitive teeth. Always read the label. Use only as directed. If symptoms persist see your dentist.”
  • Your entry must be in English or in any other language if subtitled in English.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.