Sparkling like jewels

McCann Erickson Mumbai created jewellery featuring shiny white teeth instead of jewels and gems in this series of print ads for Happydent.

According to copywriter PK Anil: “We realised that people are particular about teeth and they are precious and when they get bright and shiny teeth it becomes almost like jewellery. And a thought just sparked out of it. So we did just that and created visuals showing jewellery and instead of diamonds or gems, they had something shinier – teeth. The challenge was to have the same scale of execution as the film in print and yet bring out the benefit.”

Credits – ECD: Prasoon Joshi. CDs: P K Anil, Kapil Tammal.Copywriter: Pk Anil. Art Directors: Kapil Tammal, Sandesh Kambli,Pramod Chavan, Manasi Sankhe, Swati Goel. Illustrators: Manasi Sankhe,Kapil Tammal. Digital Retoucher: Paintbox Solutions. Client Servicing:Prianka Sihota.