A record smile

New Straits Times - - Higher Ed - Eric yong chee loong

HOW much at­ten­tion do we pay to the hum­ble tooth­brush, pos­si­bly chang­ing it only twice a year? 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?

All th­ese and more were an­swered dur­ing the col­lab­o­ra­tion be­tween INTI In­ter­na­tional Col­lege Subang (INTI) and Scan­di­na­vian oral care brand Jor­dan to build Malaysia’s Big­gest Tooth­brush Replica.

To cel­e­brate the brand’s 180th an­niver­sary, Jor­dan Asia Pa­cific Sdn Bhd to­gether with 46 stu­dents and three lec­tur­ers of INTI’s Cen­tre for Art and De­sign (ICAD) worked closely to cre­ate a 5.8m giant tooth­brush replica which earned its po­si­tion in the

re­cently.

Eric Yong Chee Loong, Jor­dan Asia Pa­cific mar­ket man­ager for Malaysia, Thai­land and Tai­wan, said: “Via this cre­ative project, Jor­dan ex­tended a chal­lenge to stu­dents to pit their de­sign acu­men and skills. We gave 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.”

Some 2,281 tooth­brushes make up the 5,780mm by 400mm struc­ture with the in­di­vid­ual tooth­brushes ar­ranged on a ply­wood core struc­ture, and scaled to the de­sired size and ex­act pro­por­tions. Around 1,209 units of tooth­brushes went into the tooth­brush replica head, to rep­re­sent the bris­tles.

ICAD dean Ang Tong Yin said a ded­i­cated group worked on this chal­lenge over six weeks, with stu­dents from dif­fer­ent de­sign dis­ci­plines be­ing in­volved in var­ied roles and at dif­fer­ent times. ICAD stu­dents’ in­ter­na­tional ex­po­sure, in­no­va­tive learn­ing and in­di­vid­ual de­vel­op­ment were fur­ther en­hanced through par­tic­i­pa­tion in Jor­dan’s cor­po­rate so­cial re­spon­si­bil­ity project.

Ja­son Teh Wen Jun, 20, a sec­ond-year De­gree in In­te­rior De­sign stu­dent, said: “It was a great ex­pe­ri­ence as it was my first time par­tic­i­pat­ing in a event. As

Via this cre­ative project, Jor­dan ex­tended a chal­lenge to stu­dents to pit their de­sign acu­men and skills.”

Jor­dan Asia Pa­cific mar­ket man­ager

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