The creative visual of this print and OOH campaign is upfront and quite scary: one is melting ice-cream, and the other is a lollipop, both with a dramatized and agonizing ‘human facial’ expression.
The campaign is timed for the summer time period, as people like eating cold food and drinks, that is when those with sensitive teeth suffer in agony most.
Rajib Gupta, Grey Group Vietnam’s associate CD explained that the objective of this campaign was “to educate the consumers about sensitive teeth, and recommend Westcoast International Dental Clinic’s professional treatment as an effective solution.”
People with sensitive teeth react adversely to stimulus of hot, cold, sweet and sour. “The creative concept followed their mindsets (which were scare and pain), and graphically dramatized the problem to attract attention and offer a professional quick fix solution,” he added.
The initial campaign is currently running for over a month in Ho Chi Man City, where Westcoast International Dental Clinic is based.
Credits
Client: Westcoast International Dental Clinic
Agency: Grey Group Vietnam
Creative director: George Vargas
Associate Creative Director: Rajib Gupta
Art director / Copywriter: Rajib Gupta
Illustrator: Linh Phan Vu
Retoucher: Arnuphap Wimonchayanurak (Day), Anh Tuan Tran Nguyen
Producer: Chamlong Intarach (Banana)
Account servicing: Tam Galbraith
Planning: Samrat Das Gupta
Production company: Professional Image Co., Ltd.
Photographer: Dusit Phongkraphan ( Otto )
Exposure: Print
Westcoast International Dental Clinic launches spooky ads to attract people with sensitive teeth
Grey Group Vietnam rolls out a quirky ad campaign to promote the specialized sensitive teeth dental treatment at Westcoast International Dental Clinic in Ho Chi Man City
