Most teeth whiteners talk about medical purity and professionalism, or ease of use. For this age group, we instead talked about Tint as the must-have fashion essential, as important as concealer or lip gloss.
Developed over 3 days, both test campaigns had to act as the base of a forthcoming brand system. One, focused on pattern and personal expression expanded into a proposed activation around capturing smiles and styles across the UK. The second direction involved capturing moments of authentic "you had to be there" memories with friends.