Summary
2026 Young Ones Student Competition Entry for Phillips Sonicare for Kids in the Integrated Campaign category.
The Legend of the Shimmer Realm aims to incorporate fandom obsession into daily routine.
Production Team
Sam Johnson, Drea Hoedebeck
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Kids need to brush for two minutes twice a day, but it often becomes a daily battle. Meanwhile, competitors can lean on major entertainment licences (like Disney), and Sonicare can’t rely on familiar characters to make brushing instantly exciting.
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Kids gravitate towards characters whose stories they know. When they engage in the narrative, they show up for the ritual.
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Make Sparkly the next must-love kids character: a full fandom with lore, collectibles, and shareable moments, so brushing becomes the habit kids choose to show up for.
Meet Sparkly
Sparkly is a character in the Sonicare for Kids App designed specifically to capture kids and parents.
He’s a fun little guy, but he’s no Elsa or Anna - and he deserves to play on that level!
The Campaign
The Legend of the Shimmer Realm campaign expands Sparkly’s world as the hero of a fantasy universe children can indulge in: The Shimmer Realm.
Lore Drop - The Legend of the Shimmer Realm Trailer
A 30-second lore trailer sets the stakes — The Fuzz is spreading, and Sparklings must bond with kids as “Guardians of Sparkle.” Brushing becomes the magic that “seals the cracks” and saves the realm.
Sparkly the Pop Culture Icon - Social Media Integration
From there, Sparkly appears in a series of spoof blockbuster movie posters as social posts, reframing him as a pop-culture icon and driving engagement through fandom-style conversation and collecting.
Sparkly’s Brush Quest - Travelling Arcade Pop-Up
Sparkly’s Bathroom Buddy - Bathroom Friendly iPad Case
