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Dental StartUp

Crooked Teeth - You Don't Talk About That, Do You?

The beauty of taboo subjects is that most people don’t want to deal with them. Would you tell your fellow human beings that they should think about straight teeth because it would look really good on them? – Probably not.

That was exactly the attraction of this project. We had to devise a way to talk about an unpleasant topic like crooked teeth without talking about it.


  • Billboard advertising
  • Social media advertising

develop for a dental start-up


  • The information had to be communicated in a few seconds
  • The information had to be explained visually (i.e. without a person standing in front of the camera and explaining)
  • It was a taboo topic


  • Background: bright and eye-catching
  • Milk glasses: association with teeth
  • Copy: a problem without a solution

What's Behind It?

  • Brainstorming according to the Disney framework
  • Research for motifs that look similar to teeth
  • Refined ideas with the team
  • Finetuning
  • Pitch to clients
  • Organization: Studio, Equipment, staff
  • Post-production
  • Feedback from client


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