Crest 3D White wanted to make a big splash. The perfect place to see and be seen?

The Academy Awards.

So we brought the excitement to Crest 3D White fans not only across the nation, but around the world by creating a campaign that perfectly captured the relationship between Crest 3D White and the Oscars: #SmileStyle

The conversation on the Red Carpet is always about who designed what and “who’s wearing whom”, so we used our hashtag to change the conversation to something decidedly more personal before and during the event. We took the focus off dresses and shoes and focused it on smiles.

Agency: Publicis New York

Client: Crest 3D White

Copywriter: Danny McHatton

My Role: VP Creative Art Director

Anyone can show off their fashion sense for the paparazzi. So we took it 360 degrees further by showing off celebrities’ #SmileStyle in the E! Fashion Turn, powered by Vine 360. And America went wild.