Delta Dental of Washington had plenty of brand awareness. Their challenge was getting consumers to understand the importance of oral care and to see it as a necessity. They also needed to stand out from competitors, both visually and from a messaging point of view. To solve both of these problems, we repositioned Delta Dental insurance to be about caring for the entire mouth, not just teeth. Rather than depicting smiling faces, we had fun showing all the other important things a mouth can do. Additionally, Delta Dental of WA wanted to raise awareness of their mission to make Washington 100% cavity-free. This brand campaign accomplished that as well. The connection between oral health and overall health became the reason behind their mission and highlighted why it is so important. So far the campaign is a winner, with both external and internal audiences. We are currently building on its success with additional campaigns targeted at specific audiences like families and small business owners.
Role: CD / AD
“Bubble Blower” :30
“Bagel Biter” :30
