DELTA DENTAL
Choose Greatness | Multicultural 360 Campaign
Another component of our Great Teeth campaign was a multicultural segment targeting Hispanics and African Americans. We explored some more visually exaggerated scenes in which people with phenomenal teeth are doing extraordinary things that are culturally fitting.
We produced two concepts that resulted in a high response during open enrollment, and we got to work with some great talent and teams. The content ran in various pubs, OOH in key cities, and on paid digital and social channels. The highlight for us was having the Muela commercial and the animated billboard showcased in Times Square on the NASDAQ towers and the Reuters building. For this special placement, we edited the wrestler to fly out of frame and up the tower, then fall back into the ring on the main video board.
Role // Sr. Art Director
Copywriters // Brian Thornton + Eduardo Cortes
Agency // Rauxa
MUELA :30 // The avenging molar takes down the great champion with his new move.
Broadcast, YouTube, Rich Media + Paid Social
Digital OOH // NASDAQ Towers + Reuters Building // Times Square, NY
STATIC // We worked with L.A. photographer Glen Wexler to create the static executions.
Print, OOH, Digital + Social
THINGAMAJIG :30 // A young man comes to the rescue and saves his grandma, who’s trapped in her car.
Broadcast, YouTube, Rich Media + Paid Social