Trillium Dental all smiles after IAVA Award announcement

by Paul Lemmerick in BRANDING, DONOVAN WORLD, PRESS RELEASES

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Nov
2011

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DONOVAN’s out-of-the-box dental campaign for Ottawa’s Trillium Dental Group has just won a 2011 Davey Award from the International Academy of the Visual Arts for creative excellence.

Featuring OOH and radio, the campaign looked at dental advertising differently. Bus advertising featured ads against a blue dental bib, with slogans such as ‘Michelangelo, D.D.S.’; ‘We’d take a cavity for you’; and ‘Let’s give teeth a chance.’ Radio featured a soulful Barry White-esque interior monologue, where a woman daydreams hearing against an R&B backdrop, ‘you got it goin’ on don’t you…those new sexy dental implants…when I look into your mouth, I see the woman of my dreams.…’

‘The campaign took boring, run-of-the-mill dental advertising to a more interesting place,’ said Michael Donovan, President and CCO of DONOVAN. ‘We wanted to make people smile when they saw the ads or heard the radio, and to position our client with that idea and emotion. We’re very happy for Trillium and thank IAVA for recognizing the work.’

For more, see http://www.donovancreative.com/case-study/trillium-dental-2/

Paul Lemmerick is a Copywriter at DONOVAN. Comments on this post or suggestions for future topics are welcome.