Blockbuster-Worthy Teeth Cleaning: When Film Giants Advertise Oral Hygiene

Background and Challenge

Oral hygiene is generally perceived as a rather mundane and unexciting topic in our society. The challenge was to promote Innovationskasse's substantial subsidy for professional dental cleaning in a memorable and appealing way, without appearing preachy or boring. The goal was to transform a matter-of-fact health topic into an entertaining message that would leave a lasting impression on the audience.

Approach and Realization

Instead of taking a lecturing approach, we chose a humorous and sympathetic strategy that impressively demonstrated the impact of dental care. Our creative solution was inspired by recent monster movies. Two monster portraits, inspired by the iconic figures King Kong and Godzilla, showcased well-maintained teeth that gave the characters a surprising image boost. The clever headline-subline combination "Makes you instantly more likeable. Up to 250 euros for your blockbuster-worthy dental cleaning" skillfully connected pop culture with the insurance offering.

Results

The campaign achieved impressive success both in digital performance and at prestigious industry awards. Online, we generated sensational click rates that reflected high audience engagement. The creative achievement was also recognized internationally: at the Lisbon International Health Festival, our campaign reached the shortlist in the "Corporate Image and Insurance – Craft" category. Additionally, we received a nomination at the German Brand Award in the "Excellence in Brand Strategy and Creation: Brand Communication – Digital Campaign" category – a truly blockbuster-worthy recognition for an exceptional campaign.