2013 Winners & Shortlists

Results and Effectiveness

The results were as bright as the Crest SMILE. Crest brought a smile to thousands of moviegoers in a 6 week period. Their smiles lived on through photographs uploaded on the Crest Facebook page. The campaign resulted in a +26% increase* vs. same period year ago, our fan base increase to more than 70,000** in 6 weeks Last but not least, our simple idea gave people something to smile about, which made all the difference.

Creative Execution

In a first of its kind execution, Crest stretched the boundaries of cinema advertising, using “black light” to transform Cinemacity, Beirut’s busiest Cinema Theater, into the largest demo ever to take place on Crest in the Middle East. The concept was simple: When you smile, the world smiles back. We dimmed the lights, turned on our 'Black Lights' and in a matter of seconds, people’s teeth turned into radiant white smiles together with our branded popcorn boxes. At the same time we ran an on screen our 'smile' commercial. The cinema and the people in it became the medium and the message and for the first time audiences were able to literally see and experience Crest’s promise coming to life. Our stunt was coupled with an online competition which encouraged people o spread smiles by uploading funny content online, collect smiles/votes and so our smile epidemic was created.

Insights, Strategy and the Idea

‘Keeping smiles beautiful’ has always been the core of Crest’s promise to people. However, that message was being shared by other competitive brands. Crest was struggling to stand out, connect with consumers and grow share. With competition approaching dental communication from a serious perspective, focusing on the science behind beautiful looking teeth, Crest decided to explore a lighter approach. Given the political unrest and uprising in Syria, living in Lebanon has been tense and stressful. Crest decided to take the matter in it's own hands and give consumers something to smile about. After all, laughter is the best medicine. But where to make them smile?