Die Innovationskasse (IK) „Blockbuster-reife Zahnreinigung“
Winner
Excellence in Brand Strategy and Creation
Brand Communication – Digital Campaign
Details
Oral hygiene is perceived in society as a rather prosaic topic. In this context, how can the IK's exceptionally high subsidy for professional teeth cleaning be memorably advertised? We capitalise on the hype created by the blockbuster "Godzilla x Kong: The New Empire" and turn creatures inspired by the film into radiant main advertising media. Monster portraits show humorously well-groomed teeth that give the protagonists a significant boost to their image. With the line "Makes you way more sympathetic. Up to €250 for your blockbuster-worthy teeth cleaning." the IK digitally achieves maximum awareness for its brand and offer.
The Jury‘s Statement
With this project, the Innovationskasse demonstrates that even a sober topic like dental cleaning can be presented in a captivating way. The humorous staging of AI-generated monster portraits, inspired by blockbuster characters, gives the brand a charismatic and approachable presence. By skillfully leveraging digital channels, the campaign reaches a broad audience and succeeds in conveying the brand message in a concise and memorable manner. A bold and sophisticated execution that sets new standards.
