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.
Because every smile should shine bright.
Starting life in Australia, this campaign became Extra’s
most successful new product launch to date.
It was adapted &
adopted by every one of their European markets – in print, DOOH & OOH.
