Big on Oral Health campaign creates a smile in the mind

Swedish brand TePe is a firm favourite with dental hygeinists, who encourage uptake in patients. But a lot of people are put-off by the appearance of the wiry bristles. So how do you sell a product people don’t want to look at?

For a campaign which would grab people’s attention – and hold it – we needed to create a smile in the mind. Big on Oral Health does just that, combining word play and calligrams - playful typography reflecting the meaning of the words - to convey the many health and hygiene benefits of IDBs in a visually satisfying way.

Rather than shying away from the challenge, every ad in the series heroes the product, keeping the creative clean and suitably Scandi-minimalist. We worked with still life photographer Adrian Burke to make the product detail pop. And the vibrant colour palette is inspired by the product range’s colour coding system, as opposed to the sterile category norms. The result is a bold and bouncy campaign which demands to be seen.

Our Media and Creative teams collaborated from the offset of campaign development, inspiring placement-relevant content that really dials up the fun.

Nicola Roberts, Executive Creative Director, says: “This campaign is pure simplicity of thought – a smart response to audience insight, a fresh, clean feel which is the perfect fit for the brand, and creative tuned to media placement making it disruptive in the right places.”

Big on Oral Health is now live across prominent, high-dwell time OOH locations as well as news brands, magazines and digital channels.

To learn how we can drive growth for your healthcare brand, contact Sam Crocker, Managing Partner.