art director | creative director | brand consultant
Research revealed that consumers were easily confused between affordable dental savings plans and costly traditional dental insurance. To eliminate the confusion, we developed an integrated 360° campaign that clearly communicated the distinct advantages of a dental savings plan. By positioning the brand as the best-kept secret behind the best kept smiles, we transformed a complex category into a simple, compelling choice that gave consumers a reason to smile.
Creative Team:
Bill Aitchison - Creative Director/AD
Neil Klayman - Creative Director/CW