We tried to do something never done before. We wanted the viewer to be surprised and really feel the effect of the dental whitening. We decided to work with reflective material that really delivered what we wanted to say.

We turned the oldest media, a poster, into something new and interactive. When you shoot the Before-poster with your cell phone (flash on), it comes alive and you'll get the after-image on your phone. Together with the clinics number and a discount voucher.

Unfortunately we are setting up the posters as we write this, so we have no results yet. But pretty much everyone that we tested the idea with (including the client) went nuts. More or less.