Instead of focusing on the claimed health improvements Invisalign's teeth-straightening product can bring, or its comfort and convenience over traditional braces, Tribal Worldwide targeted consumers who have a strong consciousness about their looks: those who would rather live with misaligned teeth than to suffer from the social stigma wearing metallic braces.
The campaign's bus and train placements focus on the fact that users can smile naturally and beautifully while wearing Invisalign braces, emphasising that each individual has "a unique smile" and "the ability to express themselves with confidence", as Gigi Tsui, director of marketing for Invisalign Greater China put it.
An interactive game scans participants’ profile pictures and type of smile using facial-recognition technology to assign the photos to one of a range of smile "personalities" in a customised animation that can be shared with friends. It also offers a competition to win a free teeth-alignment treatment.
Managing Director & Chief Creative Officer: Carol Lam
Head of Tribal: Leo Tsui
Head of Tribal Creative: Marco Lam
Associate Account Director: Desmond Li
Senior Planner: Adrian Ts’o
Project Manager: Billy Cheung
Senior Copywriter: Joe Ting
Assistant Art Director: Iris Law