2012: If You’re Not Whitening, You’re Yellowing

SOCIAL

When it came to the social space, we tapped into one basic human truth—friends look out for each other. And most of the time, they’re the only ones who will tell it to you straight, because they care about you. Hence, “Friends Don’t Let Friends Yellow” was born. We created digital E-Cards that allowed BFFs to pledge all sorts of things. Of course, never letting each others smile yellow was one of them.

FACEBOOK APP

SAMPLE PLEDGES (scroll right or left)

TARGETED FACEBOOK ADS link directly to Friends Don't Let Friends Yellow.

PRINT ADS

featured in GQ, Men's Health, People, Bridal, and Wine Spectator

DIGITAL VIDEO

Right after the launch of "If You're Not Whitening, You're Yellowing" campaign in 2012, we had a last-minute thought that 3D White had a fun place to play with the infamous "No White After Labor Day" rule. So with a $0 budget and only 3 days to pull it off, we concepted, produced, and edited this content for our Facebook page to win our spot as the first social team on Oral Care to create topical, real time digital content.

Creative Directors: Roya Partovi, Denise Reynolds
My Role: Jr Art Director
Jr. Copywriter: Fernando Barcelona
Copywriter: Fernando Barcelona