Oral-B iO: Monumental Care

Monuments and smiles get better with expert care, so we mapped the Bucharest buildings that got it and brushed four of them in CGI.

Client

Oral-B

Brands

Oral-B iO

Year

2024

Markets

Romania

What we did

Idea, Strategy, Website and 3D map, CGI films, Creator content, Expert video series, Immersive show

The brief

Oral-B wanted iO, its top electric toothbrush, in more Romanian bathrooms, and the lead in super-premium oral care. The problem was perception. People saw iO as a good electric brush for the daily routine. Oral-B wanted it seen as the ultimate level of care, a step up in how you live, and asked for a disruptive idea to get there.

The idea

Monuments and smiles share a secret: the more expert care you give them, the better they get. Bucharest is used to mourning its crumbling heritage. We went the other way and celebrated the buildings that were restored properly, plus the architects, restorers and owners behind them. Oral-B became the benefactor of a city initiative, Monumental Care (Îngrijire monumentală), with Romanian Design Week 2024 as partner. It said very little about toothbrushes. For a toothbrush brand, that takes discipline.

The opening line asked: “Ce au în comun monumentele și zâmbetele?” (What do monuments and smiles have in common?) Ludwig Petre, our Creative Director, put the thinking like this: “Here, we are leading by positive example, celebrating the fact that care is possible, does happen.”

How it worked

A map of the buildings done right

In May 2024 we launched ingrijiremonumentala.ro, a scrollytelling map of 29 restored Bucharest buildings. Each one was modelled in 3D, with its architect, style, story and restoration year. Buildings still under restoration sat behind them in secondary focus. The site also carried 13 articles, mostly architect interviews and essays, and a form for suggesting the next building.

Four facades, one toothbrush

From 15 May to 17 June we released four CGI faux out-of-home films. In each, a giant iO brush cleans a real facade and the restoration spreads across the building. The pressure sensor and smart ring are in shot, and when the sensor turns red, the cleaning pauses.

Casa Pompiliu Eliade went first, on 15 May. By 31 May it had passed 6.3M Facebook views, and it finished on 10M. The Pink House on Lascăr Catargiu 48 followed on 24 May with Ana Țepuș, with a TikTok TopView the next day. On 31 May Dana Rogoz took the Arcul de Triumf, where a parked van turns into an Oral-B van, and got another TopView that weekend (72.8K Instagram views, 1.4K on Facebook). One Athénée closed the series on 17 June: a scaffolding mesh drops to reveal “Aici se îngrijește monumental” (Monumental care happens here). Under every post we asked which building deserves monumental care next.

The brush had a second life. In August 2024 we reused the iO 3D model for Oral-B’s faux out-of-home at Untold.

Romanian Design Week

On 24 May Romanian Design Week opened in the former CINA building, with Oral-B as main partner. The 2024 edition, “Unlock the City”, drew more than 80,000 visitors. The map ran on the festival’s homepage, newsletter and social channels, and Oral-B iO had its own corner in the RDW Concept Store.

The map as a room

At MINA, the Museum of Immersive New Art, the map became a room. “Harta îngrijirii monumentale: o plimbare imersivă” was a projected flight through the restored buildings, with data visualisation and a voice-over we scripted. It ran both festival weekends (25-26 May and 1-2 June) as MINA’s main RDW attraction. One evening was kept for press and 12 creators, who posted 49 Instagram posts and stories between them.

The people who live there

Creators who live in restored buildings opened their doors. Dana Rogoz toured her house from around 1890. Alina Ceușan showed her 1928 building (164K views). Ana Țepuș took her followers around the city (39K).

The people who did the work

Architect Dorin Ștefan at Vila Oromolu (487K views), project director Radu Neacșu at One Athénée (127K) and architect Cătălina Preda at Hotel Marmorosch (12.5K) each got a film. We cut them for Instagram and YouTube and posted them as Instagram collabs with RDW during the festival. On the site, architects Vlad Baloșin (Lascăr Catargiu 48) and Cosmin Căciuc (Vila Doicescu) gave written interviews.

Results

Credits

• Client: Oral-B iO, P&G Romania
• Agency: Tuio (idea, strategy, website and 3D map, CGI films, creator and expert content, MINA show script)

Enjoyed this one? Here’s more.

See all our work

ARTEARTE.tv: Vezi altfelARTE.tv launched in Romanian across Romania and Moldova, with the Vezi altfel line and a premiere in each capital.UberUber – Haunted RideHalloween Uber rides narrated by Maia Morgenstern. Webby Honoree 2024.PfizerPfizer – It’s That Easy!Meningitis awareness for teens: 3.5M+ reached, Silver at the Romanian PR Award.