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IN THE PLACE OF CANVAS, MIRROR. IN THE PLACE OF INK, DENTAL CREAM. IN THE PLACE OF BRUSH, CURAPROX.

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The Art of Brushing

THREE ARTISTS AND A CHALLENGE: REPLACING THEIR BRUSHES WITH CURAPROX.

In addition to the fun and colorful look, Curaprox brushes use a different technology. That's why they're so gentle and efficient. So much so, that with them, we can do incredible things. Art, for instance.

With that in mind, we challenged three artists with their own unique styles to make art in a way they had never done before. We then turned everything into a series of exclusive content for social networks. 

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Proving how soft and perfect a toothbrush with 5,460 bristles can be.

CHALLENGE 01

Viti Grosman

"When they invited me to make a painting using toothpaste, I thought it would be easy, but the reality was very difficult. I had to experiment a lot to understand the material. It was really cool because it was a new experience and I learned a lot."

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CHALLENGE 02

Nina Moraes

"The experience of painting using a toothbrush instead of a brush, toothpaste instead of paint, the mirror instead of the canvas was very unusual and, above all, it was super fun."

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CHALLENGE 03

Pirecco

"Working with a toothbrush was challenging because, as much as it may be with a brush, at the time of the process it works in a very particular way. The challenge required a few days of training and then went very well."

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Exhibition & Auction

If we have three amazing works, why not make an exhibition for everyone to see them, in person? Voilà: they were exhibited during the Rio de Janeiro Olympics in the House of Switzerland.Our art pieces helped those who most needed to crack a smile: they were auctioned, and the revenue was entirely converted to Mother of the Savior, a nonprofit organization that educates children at risk.

Agency: BETC São Paulo
Creative Director: Rodolfo Barreto
Creatives: Cristiano Bernardo, Gustavo Leal, Tiago Melchior
Social Media: Àile Carvalho, André Bochiniac, Babi Pauttini
Planners: Rodolfo Marques, Vivian Jenckel
Projetos: Thiago Carneiro, Tathiana Luzetti
Account Director: Gal Barradas, Waleska Bueno
Account Manager: Roberta Keller, Elisa Graeff
Media: Fabricio Duarte, Jessica Bellisoni
Production: Reclame
Production Director: John Porciuncula
Diretor de Fotografia: Michel Gomes
Audio: Lógico Music


Selected Works

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THANKS FOR YOUR VISIT