How much attention do we pay to the humble toothbrush, possibly changing it only twice a year too? Is this just a tool that we begin and end our day with, so as to maintain our permanent set of 32 teeth? How much attention do we put into choosing the correct toothbrush to suit our specific lifestyle needs?

 

Side view of the 19ft long giant toothbrush replica as it awaits final confirmation from the Malaysian Book of Records’ Officials.

Leading Scandinavian Oral Care Brand, Jordan, is celebrating its 180th brand anniversary this year, commemorating its Norwegian heritage as well as forging closer ties with its customers. Various countries are embarking on different activities to help connect with people from all walks of life and cultural-cum-social background.

In Malaysia, Jordan has chosen the Corporate Social Responsibility route, collaborating with INTI International College Subang (INTI) to set a new category for Malaysia’s Book of Records. Over the past few months, Jordan Asia Pacific Sdn Bhd (JAP) together with 46 students and three lecturers of INTI’s Centre for Art and Design (ICAD) have worked closely to build Malaysia’s ‘Biggest Toothbrush Replica’.

Informed Mr Eric Yong Chee Loong, JAP’s Market Manager for Malaysia, Thailand and Taiwan, “Jordan raises its brand awareness and knowledge via this creative project, besides extending a challenge to the students from this renowned tertiary institution to pit their design acumen and skills. We extended them detailed product information and toothbrushes from the Clean Smile range, inspiring them with the task to break or set a new record worthy of this anniversary.”

At Jordan’s 180th Brand Anniversary celebrations, the 19-ft giant toothbrush replica earned its position in the Malaysia Book of Records, with the certificate presented by MBR’s Office Manager Mdm Lee Pooi Leng to Mr Hew Thye Chan, JAP’s General Manager, Dr Jane Lim, Chief Executive of INTI and Ms Ang Tong Yin, Dean of ICAD. Norway’s Ambassador to Malaysia, HE Hans Ola Urstad also attended the celebrations together with 100 retailers, business partners and representatives from various Asia-Pacific countries.

 

Thumbs up for a great feat achieved – From Left: Ms Ang Tong Yin, Dean of INTI ICAD, HE Hans Ola Urstad, the Norwegian Ambassador to Malaysia, Madam Lee Pooi Leng, MBR’s representative and Mr Hew Thye Chan, the general manager of Jordan Asia Pacific Sdn Bhd.

Some 2,281 toothbrushes make up the 5,780mm (19ft) by 400mm (1.3ft) structure with the individual toothbrushes arranged on the plywood core structure, and scaled to the desired size and exact proportions. Around 1,209 alone went into the toothbrush head, to represent the bristles.

Ms Ang informed, “The dedicated group worked on this challenge over a six-week timeframe, with students from different design disciplines being involved with different roles and at different times. ICAD students’ international exposure, innovative learning and individual development are further enhanced through participation in Jordan’s CSR project.”

Jason Teh Wen Jun, 20, a second year degree in Interior Design student shared, “It was a great experience as it was my first time participating in a MBR event. As an ICAD student, I benefited by gaining more experience and exposure about the industry by working hand-in-hand with the industry experts.

I was mainly in charge of the giant toothbrush structure, so the CAD skills that we learn in ICAD was applied, which was important for the whole building structure. The overall challenge we faced was to propose the perfect arrangement of brushes for the body of the huge toothbrush and also the bristle. The team actually took quite a while to create the unique design for the bristle to create a genuine replica of the 18ft toothbrush. Overall, the INTI x JORDAN MBR event was a great experience and opportunity for us student to get involve with our industry partners.”

 

Jason Teh, second year degree INTI student in Interior Design with his Lecturer, Ryan Cheah and the 19ft giant toothbrush replica.

As a continuous effort in producing outstanding graduates, INTI’s 2015 Graduate Employability results validated by BDO Governance Advisory, shows that 98 per cent of our graduates were employed within six months of their graduation. Meanwhile, 82 per cent of INTI graduates are paid higher than market average and 25 per cent of INTI graduates are offered jobs before they graduate.

Concluded Mr Eric Yong, “Once Jordan’s activities have concluded, we would be donating the unopened toothbrush units to various NGOs, to help extend them to deserving communities. As a premium lifestyle brand, Jordan has created the desired attention and interest to embark on something memorable, engaging the community especially the youngsters and in turn, being able to give away these valued products.”