Our brief was ideal for the creative team – to deliver the concept that would highlight the unique proposition of the brand in Russia “The Brand Most Dentists Use Themselves - Worldwide”.

As a key element of the campaign we created the dentist’s mask with the illusion of a shining white smile behind. The smile is so bright that it can be seen through the mask.

The ambient campaign, which took place in Moscow’s clinics, was praised by the client, enjoyed by dentists and made the brand message truly memorable for consumers.