Caswell Orthodontics
SHOWCASING A MEDICAL BRAND'S
HOPEFUL PERSONALITY
BACKGROUND
In the midst of the COVID-19 pandemic, and continued mask regulations, the Caswell brand was looking to spread the hope of a brighter future, while giving everyone a reminder to keep their teeth straight and healthy.
STRATEGY
Focusing on the likely end of Hawaii’s mask mandate, we wrote and produced a :30 narrative spot that served as a motivator for everyone who would soon be removing their masks and revealing their smiles. We gave the spot a hopeful feel, with the message that easier days were on the horizon, while embedding a sense of urgency to take orthodontic treatment seriously.
Primary distribution of the spot was on television during Hawaii news broadcasts. We also used CTV and OTT distribution to reach phones and tablets.
“THE BEST COMMERCIAL FOR A DENTAL OFFICE I HAVE EVER SEEN. VERY WELL DONE.”
Darcie Abihai
Lead Patient Care Coordinator
Because Caswell Orthodontics ideal client are parents and Instagram users, we also invented “Smile Cam”. The installation of Smile Cam inside the Caswell offices gave patients a simple way to capture their brand new smiles after their orthodontic treatments were complete.
The images of these brand new smiles were transmitted to our Bolt Blue servers, where they were used to create content for Caswell Instagram Stories, Reels & YouTube Shorts.