Systema - Gum Health Reveal

Agency

Muma Malaysia

Client

Southern Lion

Product/Service

Oral Care

Brief

Gum disease is endemic in Malaysia, with 94% of the population suffering from gum problems. Yet, symptoms often go unnoticed or downplayed while people focus on white teeth. Systema needed to shift attention from the outward appearance of teeth to the health of gums, spark public awareness, and create an accessible, scalable way for people to check gum health without clinical visits.

Solution

We built an AI model trained on thousands of gum images to instantly assess gum health by colour using only a smartphone camera. Launched on World Gum Health Day 2025, the AI Gum Scan invited the public to “bare their gums” for a quick check. KOLs amplified the movement by sharing scans, turning gum health into a mainstream cultural moment. The campaign made gum care visible, accessible, and shareable, driving awareness, conversation, and proactive check-ups.

Credit

Client: Southern Lion
Head of Marketing, Oral Care: Deenie Ong
Sr. Brand Manager: Ng Yu Wen

Agency: Muma Malaysia
ECD: Choo Chee Wee
Creative Director: Kong Wei Wen
Art Director: Tee Soon Huat
Copywriter: Kong Wei Wen, Ian Lee
Designers: Jeselyn Tan, Chiam Zi Xuan
Motion Graphic: Jeselyn Tan
Business Head: Pang Li Li
Brand Executive: Khoo Jia Yann

Production: TrueXR
Photography: BeyonDeLens