気づいていないのは、
あなただけ。

第73回 朝日広告賞〈一般公募・新聞広告の部〉出品作品

広告主： 石塚硝子

課題： 口臭ケア歯磨き粉ブランド「デオグラ」

オリエンテーション：「デオグラ」の認知を広げ、口臭への気づきを生むアイデアを募集します。

段数： 15段広告

口臭は、自分では気づきにくい上、周囲も堂々と指摘をしづらい。この“見えない不快”を可視化するため、笑顔で会話する人物の顔が、実は心の中で悲鳴を上げている様子を逆さ絵で表現。

Entry for the 73rd Asahi Advertising Award – General Public Submission / Newspaper Ad Category

Advertiser: Ishizuka Glass Co.

Assignment: “Deogra” – Halitosis Care Toothpaste Brand

Orientation: Create an idea that increases brand awareness of Deogra and raises public consciousness about halitosis

Format: Full-page newspaper advertisement (15 columns)

Bad breath is often difficult to detect by oneself, and even those around us hesitate to point it out. To visualize this “invisible discomfort,” the ad uses an ambiguous (reversible) image: a person seemingly smiling in conversation, whose face—when flipped—reveals an internal scream. This visual twist draws attention through cognitive dissonance, encouraging viewers to reconsider their own habits and recognize the issue through subtle yet impactful storytelling.

Team

Shunya Ibuka / 井深 舜也