We were briefed for an activation. As the rebels we are, we created a brand new food category. The UAE is where you can find every possible cuisine, but it's also where 1 in 2 people avoid their favorite food because of sensitive teeth.
So, partnering with a chef specialized in molecular gastronomy, we created a range of foods for sensitivity sufferers. But is this the best answer to tooth sensitivity?
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Concept & Art Direction: Gustavo Dallegrave
