Extra White
The pearly white, deadly straight smiles we so often see in the media have created an unrealistic ideal of the so-called perfect smile. To combat the insecurity young people feel about their teeth, we developed a platform celebrating smiles of all shapes & sizes – representing a broad range of dental diversity.
Starting life in Australia, this campaign became Extra’s most successful new product launch to date. It was adapted and adopted by every one of their European markets – in print, DOOH and OOH.
Client: Extra - Mars
Design & Motion: Ralph Pedersen
Design Lead: Greg Fadden
CD: Jim Stump
Creatives: Sam Collins & Ivan Stanojevic