The idea

To launch Sensodyne's new 'Repair and Protect' toothpaste, we set up some interactive experiential activity at the Science Museum, using a unique 'Test Your Strength' concept.

The canvas

We needed a surface with space for a crowd and plenty of evening footfall, so we used a wall at London's Science Museum and set the date to coincide with one of their late-night events.

The physics

We designed and built an accelerometer-loaded punch bag and invited passers-by to take a swing on their way past. The harder the wallop, the more of the Museum appeared to collapse. Once the building had been demolished, the Sensodyne orb appeared to repair the damage.

The experience

A video of the show was released on YouTube and notched up more than 250,000 views in its first month.