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school of thought 2026:
pha group x ordo
Created during Week One of Sot 2026, this work was my response to the Gold 79 brief.
School of Thought is an infamous creative course bringing together Leeds' best agencies for 12 intensive weeks of idea generation, presentations and feedback.
THE BRIEF:
The brief was to raise awareness of ORDO’s Sonic Edge, positioning it as an affordable electric toothbrush that doesn’t compromise on style, design or performance.
Targeting students and young adults, the campaign aimed to challenge the idea that affordable oral care has to be boring, showing that great design and quality can come at an accessible price.
THE SMP:
“Perfectly Placed for Discovery”
THE insight:
Neurodivergence is not niche: around 15–20% of people in the UK are neurodivergent (UOE, 2024), with multiple studies suggesting 50–53% of Gen Z identify as neurodivergent (Deloitte, 2023).
Neurodivergent young people face a higher risk of oral disease, with sensory issues and executive dysfunction making oral hygiene harder to start and sustain.
But these barriers amplify a universal truth. whether driven by neurodiversity, anxiety, low mood or burnout, brushing often feels high effort and low reward, making it easier to avoid.
THE idea:
‘Brush your way’
Despite the oral hygiene barriers many neurodivergent people face, few meaningful campaigns are tackling the behaviours that make brushing harder. Dentists that understand these struggles advocate to ‘brush when you can, rather than not at all’, and that perfection is the enemy of good enough.
By rethinking not just the product, but the behaviour, Ordo can be first to redefine how brushing fits into people’s lives, by simplifying the process and giving permission to do it their way.
If the task isn’t pleasant, then make the environment pleasant.
THE ‘Brush your way’ campaign reframes brushing from a rigid, low reward routine into something flexible, personal, and achievable on individual terms.
