Little Hands
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Convince parents to switch to Sonicare for Kids by overcoming the belief that manual brushing is better for developing good oral care habits. The campaign must include their mascot, Sparkly, to promote the brushing app.
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Part of growing up is learning as you go — and brushing is no different. Philips Sonicare for Kids makes oral hygiene easy to get right, guiding gentle brushing that grows into lasting care. Because the smallest habits leave the biggest mark.
Out of Home
YouTube/Streaming Preroll
Social Activation
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In a world chasing picture-perfect parenting, AFV is the perfect partner to bring Little Hands to life. They’ve been celebrating the chaos, charm, and laughter of family life for over 30 years.
Together, the brands give parents permission to be unserious, turning the real, messy moments of growing up into something to smile about — just like Sonicare does every day.
In-app Activation
As an extension of our Little Hands campaign, we’re adding a section to the parents’ dashboard in the Philips Sonicare for Kids app, positioning Sparkly as a guide not only for kids but also for parents.
Parenting doesn’t come with a handbook. This in-app feature creates a reliable space where parents can ask questions, find answers, share experiences, and feel supported —without judgment. Let Sparkly handle what they do best.
Art by Samantha Sanders & Annie Wu Copy by Caroline Spire