Gum Health Reveal
- ianyylai
- Dec 17, 2025
- 1 min read
Updated: Dec 18, 2025
This was one of the most fulfilling projects I’ve worked on with Systema, tackling a surprisingly simple but overlooked problem: 98% of Malaysians suffer from gum disease, yet most are unaware of it.
As a gum health expert, Systema had a clear role to play. During the thinking process, we realised how conditioned we’ve become to prioritise pearly-white smiles above all else. This sparked the idea of creating an AI-powered gum health scanner, allowing users to reveal their gum condition straight from their phones.
Naturally, we explored wilder possibilities at first like scanning billboard smiles or ads featuring “perfect teeth” before reality set in - cough cough legal limitations.
It’s a campaign that was deeply rewarding and a true team effort. One we’re grateful to see recognised with 2 Merits at the Kancil Awards 2025.
Watch the case study here:
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