Perioe - "Toothbrush for Hero" by ANDY Awards 2025
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Perioe - "Toothbrush for Hero"
- Brand: Perioe
- Country: Republic of Korea
- Advertiser: LG Household & Health Care
| Title | Toothbrush for Hero |
| Agency | Inha University |
| Campaign | Toothbrush for Hero |
| Advertiser | LG Household & Health Care |
| Brand | Perioe |
| Date of First Broadcast/Publication | 2024 / 6 |
| Media Type | Case Study |
| Length | |
| AI Description | The ad opens with a somber black-and-white scene from the Korean War, depicting soldiers in action. It transitions to footage showing the remains of soldiers, highlighting that 98% remain unidentified. These remains are stored in a lab instead of being at the National Cemetery. The ad introduces a campaign by Perioe and the Ministry of National Defense to help identify these fallen heroes through DNA samples collected via toothbrushes. By trading in a toothbrush for a new one, people can contribute to the DNA identification process. The ad showcases brightly colored toothbrushes against a minimalist backdrop, emphasizing ease of participation through QR codes and promises of rebates. The message underscores community effort and national pride, aiming to honor the soldiers by ensuring their dignity in resting at the National Cemetery. |