6 E R A C H T L A E 3 STRATEGIES 03 R H E M U S N O N CTO SHAKE TECHNOLOGICAL N I O I T N E V AWE N K COTHINGS UP A E R O B ‘Technological Awe’ reframes science, W T from the medical to the technological. O H Brands in this space are sleek, fluid and delicately detailed. They draw inspiration from the worlds of digital and science fiction. It’s about advanced engineering, crafted with near atomic precision. It speaks to intelligent design and ultimate performance. And it feels marvellous and awe-inspiring. This is about advanced engineering, crafted with near atomic precision. The poster child for this movement is Oral-B (whose toothbrushes are depicted almost spaceship-like). But subtler echoes can be found everywhere, from Panadol’s alien-like lozenge to Durex Nude’s ephemeral other-worldly packs.