The Idea:

A cavity is an uninvited invader that creates havoc in the eco-system, leading to some severe damage. We’ve demonstrated the same with a touch of humour.

We used illustrations of animals in tandem with illustrations of the threat to them. We ensured the sheep, hens, polar bears and even the threats representing dental cavities clearly are in the shape of teeth. The illustration is done digitally while taking care of keeping the expressions varied and slightly humorous.

The Result:

The campaign managed to get attention and made the audience smile. It was evident from the rise in sales at multi-retail stores, across India.