Spikes Asia

Our goodbye is a happy one

HAKUHODO INC., Tokyo / KAO BRANDS / 2018

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Overview

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Overview

Background

A gift campaign website “Happy Tooth Birthday” has been launched to celebrate a moment when kids experience their milk teeth falling out. The campaign applicants will get small ‘milk tooth’ boxes if they win, but that’s just another campaign. We wanted more engagement from them. So we decided to make an entertainment movie to trigger more conversations between moms and kids about oral/dental health care and thereby bring about kid’s initiative. In addition, protecting permanent teeth from cavities is too basic, so it may sound preachy if we don’t choose a right way to communicate. Therefore we designed the movie in such a way that kids, who often hate brushing their teeth, will relate with it and will be encouraged to brush their teeth.

Execution

The new brand message, “Protect your permanent teeth!” and the logo design have been launched on the campaign website to promote “Happy Tooth Birthday." And the digital picture book musical has been also made available both on the site and YouTube. We call it a “picture book musical” so it will fall in the Kids & Moms targeted category and therefore can get more views. In addition, it was crafted with subtitles for mons and kids to easily sing along with it and for easy understandings on a small screen like a smartphone because most moms are likely to watch it while taking care of their kids.

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