Crest Whitestrips
Crest Whitestrips
With the daunting challenge of growing the Whitestrips category and doubling household penetration, we had to reframe the entire way people think about whitening their teeth, making it more a matter of upkeep and necessity than part of a beauty regimen.
The solution? A 360 campaign built around the line, "If You're Not Whitening, You're Yellowing."
Agency: Publicis New York
Client: Crest 3D White
Copywriter: Denise Reynolds
My Role: VP Creative Art Director
Cinema
Cinema
The same way yellowing interrupts your every day life, we wanted to create content that interrupted people's experience at the movies.
So, around the holidays, when people flock to the movies in droves, we created :05 interruptive spots to play between the commercials that precede the movie, followed by our holiday themed spot.
TV
TV
Crest Whitestrips "HOLIDAY" :30
Director: Simon Cracknell
After successfully relaunching Crest Whitestrips with "If you're not whitening, you're yellowing." campaign, the brand decided to not only continue the campaign for another year but also challenged us to create a subcampaign for Crest Glamorous White Paste.
Crest Glamorous White Paste "Every Day" :30
Director: Ben Quinn
Launch
Launch
In addition to talking to the General Market, we made targeted efforts to reach small groups of people who are really in the market for a white smile (brides and metrosexual men) as well as people who habitually stain their teeth (coffee drinkers).
Social
Social
When it came to the social space, it wasn’t easy to turn a negative statement like, “Hey, ugly, you’re yellowing,” into something social and shareable. So we tapped into one basic human truth—friends look out for each other. And most of the time, they’re the only ones who will tell it to you straight, because they care about you. Hence, “Friends Don’t Let Friends Yellow” was born. Humorous, topical pledges that people could post to each others’ walls that all end with the same promise: never to let your smile yellow.
