Orthodontics
Australia
I needed to create a brand campaign that gave Orthodontics Australia more personality and set it apart from other providers like Dentists - without alienating them, as sometimes Dentists gave referrals to Orthodontists.
INSIGHT
With 3 years extra training, Orthodontists are more qualified than Dentists to straighten and align teeth.
IDEA
Let’s tap into an obsession of things being perfectly straight and aligned, and use this as a reason to see an Orthodontist over Dentist.
Outdoor
We tapped into the ridiculousness of humanity with the pop culture moment of “forced perspective” travel selfies. It's the perfect metaphor for the extra skill and training required to become an Orthodontic and alignment expert.
Sponsored
Posts
Next, we extended the travel selfie idea to also include alignment fails in everyday life.
The
Straightening
Test
Not only do
Orthodontists align teeth,
they also straighten them.
So we created a game of
nail bitting entertainment
to demonstrate the level
of skill required to be an Orthodontist.
Hosted on a microsite,
the game was seeded
on facebook, with your
results being shared as a
carrot to get friends to
play. Test out your skills: Here
Perfect Profiles
This is when things really started to get obsessive. We created a series of ads highlighting the idiosyncrasies and quirks of what makes orthodontists the only choice if you want perfect alignment for your teeth.Photoshoot
Orthodontics Australia needed a brand refresh, to try and better compete with online offereings such as Smile D.I.Y. club. Their website used dated stock imagery, which looked very American. So we brought the campaign colour palette to life and said goodbye to naff stock imagery.
