iFloss

The second campaign we're doing for Strat Writing II is "packaged goods - personal" .. and I wanted to do floss, one, because I need to floss more, and two, because I thought it would be challenging. I wanted to avoid the conventional shiny-happy-flossing-people concept that's been done to death, and I didn't want to be preachy or mundane. I had started to develop an idea in my head of a single thread of white copy winding (like a piece of floss) through a simple color field and ending at the floss box, but then I remembered another rather popular ad series showing thin white lines through a color field .. which led to this: