Strategy
Raise awareness of DentaQuest's presence within the state of Texas. Keep messaging and visuals general so campaign can be leveraged for additional markets.
Raise awareness of DentaQuest's presence within the state of Texas. Keep messaging and visuals general so campaign can be leveraged for additional markets.
Behind the Scenes
DentaQuest's Texas coverage applies to children only, so the messaging needed to speak to parents, but the concept needed to be able to be adapted to future market acquisition campaigns which may apply to children and adults. With that in mind, we developed many concepts that worked within (and some that slightly pushed) the brand guidelines. We honed in on DentaQuest being a partner on the lifelong journey of caring for you and your child's smiles.
DentaQuest's Texas coverage applies to children only, so the messaging needed to speak to parents, but the concept needed to be able to be adapted to future market acquisition campaigns which may apply to children and adults. With that in mind, we developed many concepts that worked within (and some that slightly pushed) the brand guidelines. We honed in on DentaQuest being a partner on the lifelong journey of caring for you and your child's smiles.
The flow of a toothpaste swirl paired with the idea of a journey was my inspiration for the key visuals elements. A vibrant illustration style was already part of the brand toolkit. I capitalized on that to create a vibrant, energized look and feel for the campaign.
