Smyle: Crush, Brush

Dental care manufacturer Smyle has collabed with Tim Hoekstra to create a plastic free ad for Smyle’s toothpaste tablets. Hoekstra is one of the most famous beach sand artists of the Netherlands and is known as an artist who is engaged with the environment and is concerned about the pollution of the earth. This unique project was done on the beach of IJmuiden and covered 30 x 40 m2 of sand. The creative gives attention to sustainability and eco-friendliness on International Plastic Free Day. The fact that the ad gets washed away by the sea, without leaving anything behind on the beach, is something extraordinary. The temporality of the ad in the sand emphasises the need for sustainable alternatives for plastic and that now is the time for action.