Die Innovationskasse (IK) „Blockbuster-reife Zahnreinigung“
Winner
Excellence in Brand Strategy and Creation
Lighthouse Project of the Year
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
The Innovationskasse demonstrates with its project how oral hygiene can be reimagined in a bold and charismatic way. By drawing inspiration from the blockbuster "Godzilla x Kong: The New Empire" and showcasing extraordinary characters, it succeeds in infusing a traditionally sober topic with humor and emotion. The sophisticated blend of pop-cultural references, striking visual aesthetics, and targeted communication sets benchmarks for differentiation and audience engagement. This project impressively illustrates how a health insurance provider can position itself as a modern, approachable brand.
