Happydent creates upside-down chin-mouth talent show

The integrated, nationwide campaign, created by BBH Asia-Pacific, features a number of films of chin-mouth characters competing on ‘The Dazzlemouth Show’, where they display their unique talents.

The films will run on Indonesian national television as well as on a dedicated YouTube channel. This will be supported by online and Facebook banner advertisements and point-of-sale materials.

Audiences are also encouraged to join the Dazzlemouth Show and make their own Dazzlemouths by visiting the Happydent Indonesia Facebook Page.

Christian Bathe, marketing director, Perfetti Van Melle, describes the campaign as a “very contagious idea" that is likely to make Indonesian consumers smile.

Dave Thackray, creative at BBH Asia Pacific, said the idea was to stay clear of "stereotypical" chewing gum advertising. "So we took the category cue of toothy, white smiles and literally turned it on its head," he said.

BBH Asia Pacific was awarded the Happydent White project work earlier this year. It is also AOR globally for Perfetti Van Melle’s brand Chupa Chups and regionally for Mentos.

CREDITS

Creative
Regional Executive Creative Director, Steve Elrick
Executive Creative Director: Scott Mcclellland
Creative Team: Paul Downs & Dave Thackary, Astri Nurasalim

Planning
Engagement Planner Director: James Sowden
Engagement Planners: Lindsey Cummings/ Rachel Filer
Strategic Planner: Alexis deMontaigu
Social Media Manager: Dominique Rowe

Production
Print Producer: Brell Chen & Lesley Chelvan
Broadcast Producer: Karen Leong/Kim Lim
Production house and post production: Free Flow Productions
Digital Producer: Nicolyn Marino
Assistant Producer: Samantha Dalton
Digital production: Dempsey

Account Management
David Webster, Business Director
Joanna Yeo, Associate Account Director
Bernice Ooi, Account Executive