PROJECT

AWARD-WINNING DENTAL CAMPAIGN

SUMMARY

A memorable and widely recognized dental campaign, honored as a 2022 Graphic Design USA award winner, strategically positions our dental network as The Official Dental Network of the Tooth Fairy®, driving significant business impact.

RESPONSIBILITIES

ART DIRECTOR, LEAD DESIGNER

Nearly four years ago, we set out to create a compelling campaign aimed at increasing awareness of Equitable's dental product. With a relatively small presence in this space, our primary objective was to build credibility and recognition. We identified the two annual National Tooth Fairy Days as strategic opportunities and aligned our campaign launches around these dates, leveraging the existing cultural theme to strengthen our message.

Building on this momentum, we expanded the campaign’s narrative by bringing the Office of the Tooth Fairy to life. We showcased the desks and personalities of its quirky employees, crafting an imaginative environment that reinforced our connection to the Tooth Fairy while avoiding the creation of a mascot. Instead, the Tooth Fairy remained an unseen but omnipresent figure, giving us creative freedom to develop engaging stories about the office and its staff.

Each employee was given a playful identity and spoke directly about the benefits of our network, blending credibility with humor and charm. This creative approach allowed us to show that insurance doesn’t have to feel overly corporate, helping us stand out in an industry dominated by traditional blue-and-white branding. The campaign successfully connected Equitable’s name to the magic of the Tooth Fairy in a fresh, approachable way.

THE RESULTS

Achieved a 137% year-over-year increase in digital engagement, a 21% year-over-year increase in dental product growth, and has inspired similar campaigns from competing dental networks, demonstrating the influence and success of our creative approach.

With the success of the initial platform, we sought to create something more expansive and enduring. This led to the development of The Official Dental Network of the Tooth Fairy® seal, which became a cornerstone of our branding. By incorporating this seal across materials, we positioned our dental network as the trusted choice. The campaign caught the attention of brokers, leading to increased engagement and even direct inquiries from brokers seeking opportunities to collaborate. The response exceeded expectations, with each campaign achieving record-breaking engagement and gaining enthusiastic recognition from Equitable executives.