To fully take advantage of the 3-D buzz, we’d have to launch on Superbowl Sunday, which was only 3 weeks away.

We decided to create the first-ever 3-D make-out session with a hottie who—the user would ultimately discover—was wearing Whitestrips.In 3 short weeks, we concepted, sketched, and presented our idea to the clients. Enlisted the help of a 3-D vendor. Sought out the one person in the world capable of encoding the new InTru 3-D technology. Wrote. Designed. Cast talent. Shot video. Went into build. And hit the big deadline.

We proved that the Whitestrips equity could be conveyed successfully in new and different contexts that unbranded creative can work, and the importance of being on top of cultural trends.Achieved significant awareness: 200,000+ site visitors (largely viral pass-along), thousands of blog/site/Twitter posts about the campaign.

Visitor verbatims: •“Interesting and innovative. Just a great idea for an advertisement that held my attention. Not to mention showed me a new product that go figure, whiter teeth, happened to be on my mind.” During site’s 6-week lifespan, 166,000+ units of Crest Whitestrips Advanced Seal sold, thanks to this and other in-market efforts.