CHOOSE SMILE GLOBAL CAMPAIGN FOR SMILEDIRECTCLUB
In 2020, the world changed, but the show went on at SmileDirectClub. We launched our first global brand campaign while the world was locked down. The catch? We couldn’t capture any new footage and the spot couldn’t use voiceover. We developed our Choose smile campaign, initially launched using only user-generated content, that served as a reminder that even in moments of chaos, you can do one thing that’s scientifically proven to lift your spirits: smile. Through the rest of the year, the campaign evolved, and we created the campaign guidelines.
Choose smile brand guidelines.
TV.
Your smile is a powerful tool when it comes to changing your mind and your body. This tiny space from ear to ear can give you a whole lot of control. So, take hold of the way you're feeling and choose smile.
Landing page.
We developed a campaign-specific landing page that described what “Choose smile.” means to try to help future Club members recognize and understand the life-changing potential of their smile. We included scientific facts about smiling, plus survey results around collective feelings during the pandemic.
Visual Library Refresh
As the year progressed, so did the work. Once lockdown eased up, we were able to refresh our visual library to reflect the demographics and style of the markets we entered: Mexico, United Kingdom, Germany, Austria, Spain, France, and The Netherlands.
Through research (here), cross-functional collaboration, and good ole creative concepting, we developed a plan for our brand imagery in 2021/2022. Oh, and we also managed to pull off using only sustainable and ethically produced clothing to reduce waste.
CREDITS:
Chief Creative Officer: Bruce Henderson
Associate Creative Director: Sam Fitzgerald, Mackenzie (Nielson) Fitzgerald