Darlie + The Shout Group/FCB SHOUT shine a light on oral care with graphene-powered toothbrush
Darlie has raised the bar for oral care innovation with the launch of the upgraded Darlie Charcoal Spiral Graphene Toothbrush, the first in Malaysia to feature LightActiv technology, which harnesses the bacteria-fighting power of graphene. While its charcoal bristles are already recognised for their antibacterial properties, the addition of graphene takes oral hygiene science to the next level. When exposed to light, the graphene bristles are proven to eliminate surface bacteria three times faster, delivering a cleaner and safer brushing experience for Malaysian consumers every day.
To introduce this technology to Malaysians, Darlie and its long-standing creative partner, The Shout Group/FCB SHOUT, decided to shine a light on bacteria in a way no one has ever seen before. The campaign, aptly titled ‘Light On, Bacteria Gone’, reframes the power of light through an unexpected lens by turning an age-old pop culture trope on its head. Inspired by the battles against zombies as seen in so many movies and TV shows, the campaign personifies bacteria as the undead, creatures that thrive in darkness, but are now fleeing in fear from light. The result is a playful yet powerful narrative that dramatises how with the Darlie Charcoal Spiral Graphene toothbrush, light now becomes the consumer’s biggest ally in destroying bacteria.
“We’re truly excited to bring this never-seen-before innovation to Malaysia,” said Melissa Wong, Director, Marketing Malaysia & Regional Brand Development. “As a brand that’s always been driven by efficacy and innovation, the introduction of graphene technology into our toothbrushes marks another bold step forward in Darlie’s commitment in delivering complete oral care solutions to Malaysian families. But we also knew that the potential trap of introducing something so innovative was to get too caught up in the science and technicalities, which might alienate the very consumers we want to reach. That’s why I’m so grateful to our partners at The Shout Group/FCB SHOUT for crafting a campaign that translates this breakthrough into something entertaining, unique, and easy to understand — while still driving home our message that Darlie toothbrushes are as powerful against bacteria and stains as they are gentle and comfortable for everyday use.”
“We knew we needed to demonstrate the power of this toothbrush in a way that was both impactful and universally understood,” added Tjer, Executive Creative Director of FCB SHOUT. “So we asked ourselves, what if we personified bacteria as the villains of every horror story? Except this time, they’re not the hunters, but the hunted. By reimagining bacteria as terrified zombies fleeing from light, we found a creative way to make complex science instantly relatable and visually arresting. The campaign not only brings Darlie’s innovation to life in a memorable way, but also gives this product the bold, cinematic launch it deserves. A big thank you goes out to our production partners who helped us turn ‘Light On, Bacteria Gone’ into something truly electrifying.”
The “Light On, Bacteria Gone” campaign will roll out across digital and social platforms, and digital out-of-home screens throughout Malaysia. With its perfect blend of science, storytelling and style, Darlie’s latest campaign proves to be doing more than just introducing a toothbrush, it is shining a new light on how innovation can fight bacteria faster, cleaner and smarter than ever before.
Credits
Title: Light On, Bacteria Gone
HAWLEY & HAZEL Malaysia
General Manager – Malaysia, Singapore & Indonesia: Ian Chew
Director, Marketing Malaysia & Regional Brand Development: Melissa Wong
Brand Manager: Boey Loh
THE SHOUT GROUP/FCB SHOUT
Co-owners: Shaun Tay & Ong Shi Ping
Managing Director: Syahriza Badron
Executive Creative Director: Wang Ie Tjer
Creative Directors: Suah Boon Chuan, James Voon
Creative Group Head: Raphael Castellano
Senior Art Director: Chiu Wai Ming
Copywriters: Lee Sin Nee, Zaffira Zakuan
Graphic Designer: Chong E-Lynn, Zoe Low
Creative Strategist: Mandy Chock
Group Business Director: Loong Sheng Mae
Associate Brand Director: Caryl Tan
Senior Brand Manager: Aainaa Hashim
Brand Manager: Kimberly Cheong
Senior Producer: Cheong Wai Leng
Production House: LightFlux Productions
Film Director: Darrel Hyon-Lè
DOP: Oscar Tong
Executive Producer: Elroy Lee Po Lum
Producer: Hu Pei Wen
Production Assistant: Ong Phei Ying / Chin Tweedee
Post House: DeTouche Post
Offline Editor: Gerard Lim Seng Rong
Online Artist: Wong Yan Jiun
Colorist: Mohd Safuan bin Mohd Sofian
Audio House: Pitch Audio & Magic
VO Talent: Steven Bones
