Primo and Caredent respond to their customers’ demands with 140 centres at the service of the smile, we respond to ours with innovation and creativity. We started with a brief with a lot of stakes, both for all those ‘can’ts’ imposed by the new regulations on dental communication and for all those ‘can’ts’ dictated by the lockdown.
Not being able to ‘shoot’, either on foot or with a steadycam, we chose to go another route: graphic animation. Motion graphics, illustration and typography represent a very fertile universe yet to be invented, rich in experimentation and possible creative explorations. In this TV campaign, developed in collaboration with the English production company Nucco Brain and then declined also in print, billboard, radio, btl and web materials, we gave life to a simple but effective creative language, capable of standing out in advertising because it is still little used. In the end, this work confirms that creativity means first and foremost knowing how to transform limitations into new communication opportunities.
