DO
THINGS
OEFY
Total Overthink of the Head
OEFY, the Mars-owned brand which includes Orbit, Extra, Freedent, and Yida, has launched its latest global creative campaign, ‘Total Overthink of The Head’. Total Overthink of the Head is a humorous reimagining of Bonnie Tyler’s instantly recognizable Total Eclipse of the Heart. The campaign is rooted in the behavioral insight that young people are prone to everyday moments of overthinking, shaped by the demands of daily life and online experiences.
