ALEXI MCCARTHY
 

DENTYNE WHITE

SMILE

 
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Dentyne White is a popular chewing gum known for its natural teeth whitening properties. Their goal is to keep people having lovely, big smiles and being confident about them. But the more research we did we realised …

From Fashion to facebook the ‘pout’ seems to have taken over.

So we created a series of ads that set out to hold a mirror up to this new found behaviour and showed just how much more beautiful smiling really is.

Naturally our first target was the fashion industry.

 
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Which has led to the obsession with the selfie …

 
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 … and into everyday life.

 
 
 
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A Campaign against the pout.