Systema: Systema Advance Toothpaste

Systema has teamed up with Havas Malaysia to raise awareness on gum health amongst Malaysians, coinciding with Gum Health Day on May 12th. Comprising a digital film, website quiz, and roadshow, the multifaceted campaign is designed to urge the audience to prioritize gum care alongside their oral hygiene routine. Instead of simply imparting information on gum care, Havas Malaysia took an attention-grabbing approach to tackle the gravity of gum recession in their film. Employing a heroic drama trope, the film personified gum tissues and bacteria in the mouth, illustrating how Systema’s oral care products defended the gums against harmful bacteria. Additionally, the film underscored the symbiotic relationship between gums and teeth, emphasising the gum’s role in supporting the tooth to maintain its health and appearance.