Think big, act bold, be disruptive... that was our EFFIE- winning take on Signal's awareness brief about changing your toothbrush every 3 months. We knew exactly what not to do. No sweet, smiling dentist. Instead we let the nastiest, meanest bacteria lead the campaign. And they led us all the way to doubling growth in sales value, 217% increase in ecommerce, high engagement through mobile gaming through a humor-led campaign that challenged and changed the way the category looked, and sounded forever.