Cosmetic dentistry brand Whistle, in partnership with dental chain Clove, launched invisible aligners in September 2023.
A campaign for the same has been conceptualised by Wieden+Kennedy India. It went live on December 21, 2023.
Two films of the campaign feature a young man. At multiple locations like a library, the college corridor, a store and an office, he gesticulates to communicate to those around him, giving viewers the impression that he cannot speak. He struggles to make himself understood in these instances, leading to hilarious situations. At home, in the washroom, he replies to his mother who calls out to him, revealing that he can indeed speak. It is also revealed that he acted dumb because of the condition of his teeth. Enter Whistle invisible aligners.
W+K was also behind the brand name, baseline and the new brand/visual identity. These will be rolled out alongside the film campaign
Amar Singh, Chairman and CEO, Clove Dental, said, “Explaining the need and benefits of a new product in a new category is a challenging job. W+K team understood the product and researched consumer needs and developed a great campaign.”
Santosh Padhi (Paddy), Chief Creative Officer, W+K, added, “The idea was born out of a human insight/truth, people who don’t have seemingly perfect teeth, tend to be introverts with minimal participation in conversations as they feel embarrassed. We decided to celebrate this problem in a cheeky memorable way, just the way young folks like it. Icing on the cake is the music for the campaign which was created with a small little instrument called “Morchang”, which is played with teeth, originally a discovery of folk music of Rajasthan region.”
Credits
Creative team: Santosh Padhi (Paddy), Anuja Kanure
Account management: Shreekant Srinivasan, Snigdha Jha, Preksha Shinde, Raghav Bahl Planning: Anirban Roy
Production House: LoudMouth
Director: Aakash Bhatia
Producer: Monisha Khanna
Feedback: [email protected]
