In a world… where Braces are Drama, Invisalign is the drama free option to straighten your teeth.
To highlight all of the ways braces are drama we turned to the most dramatic medium of all: MOVIES. We created what looked like trailers for upcoming new releases but the plot of every movie was centered around the drama of braces. With trailers for 8 totally different genres of movies we created something for every teen on the internet - from a disaster movie to a movie musical.
We paired our trailers with animated movie posters tailored for social placements and worked with creators on TikTok to create their own movie trailers, tapping into a behavior that was already gaining traction social platforms.
And the trailers found their audience with tangible results: 127% increase in views from our target, 315% increase in clickthrough rate and 404k unique website visits from teens.
Clio Health Awards🥉 Bronze - Creative Effectiveness
Shorty Awards 🏆 Winner/Highest Honor - Short Form Video, 🥇 Gold - Healthcare and Pharma; 🥇 Gold - Integrated Campaign
Addys - NY District 2 🥈 Silver - Social Media Campaign 🥈 Silver - Internet Commercial Campaign
National Addys🥈 Silver - Internet Commercial Campaign
Reggies🥈 Silver - Age Targeted Marketing
Our trailer for the fictional flick, Vampires in Wires, premiered in a Vevo Takeover on YouTube for Olivia Rodrigo’s hit song of the summer, “vampire.” And our trailer for the fictional action flick Down to the Wire premiered on TikTok around the launch of Mission Impossible: Dead Reckoning to integrate Invisalign into pre-existing cultural conversations.
We cut our trailers into :06s, :15s and :30s for different media placements.