Systema - Gum Health Reveal

8. Brand Experience & Activation Kancils [8.2 Best digital-led brand experience & activation]

case board

creative assets

case film

Links:

https://gumhealthreveal.com

Product/Service:

Oral Care

Client:

Southern Lion

Brief:

Gum disease is endemic in Malaysia, with 94% of the population suffering from gum problems. Yet, symptoms often go unnoticed or downplayed while people focus on white teeth. Systema needed to shift attention from the outward appearance of teeth to the health of gums, spark public awareness, and create an accessible, scalable way for people to check gum health without clinical visits.

Solution:

We built an AI model trained on thousands of gum images to instantly assess gum health by colour using only a smartphone camera. Launched on World Gum Health Day 2025, the AI Gum Scan invited the public to “bare their gums” for a quick check. KOLs amplified the movement by sharing scans, turning gum health into a mainstream cultural moment. The campaign made gum care visible, accessible, and shareable, driving awareness, conversation, and proactive check-ups.

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