To launch Corsodyl’s ‘Dreams’ new TV ad. to the trade, we pulled off a first for the oral care category with a publishing house tour that had VIRTUAL REALITY at its heart. Mirroring the emotional angst that is shown in the Corsodyl ad. (a woman dreams her teeth fall out), we created a 3D film that simulated this and let journalists experience it through virtual reality headsets. As well as filming heir reactions to provide social content, we extended the activity to GSK employees at its HQ. “Cirkle took an unglamorous sector and managed to convey a serious news angle in an engaging and captivating way. The approach was game-changing in the pharmacy channel and created buzz internally, whilst being held up as best-in-class trade communications.” Laura Webster, External Communications Manager, GSK Consumer Healthcare.