Orthodontics Australia launches ‘It Takes a Certain Type of Person’

18 February 2021

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The campaign by Keep Left rolls out via online video, programmatic display, social media, native content and SEM.

It takes a certain type of person to complete 5,000 hours of rigorous orthodontic training to learn how to align teeth correctly. That’s the message Orthodontics Australia (OA) by the Australian Society of Orthodontics (ASO) is looking to convey with its latest campaign.

The campaign inspires audiences via online video, programmatic display, social media, native content and SEM while the website informs consumers looking to learn more and take action.

Across three distinct creative executions, the objective of It Takes A Certain Type of Person is to educate the general public on the importance of seeing an orthodontist to straighten their teeth and align their jaw, aiming to reach new prospects in target audience groups likely to need a specialist in the future.

The Straightening Test gamifies the alignment process with real-life straightening scenarios; Perfect Profiles humorously explores the dedication orthodontists bring to straightening and aligning their world while Alignment Fails looks at misaligned moments in everyday life through the eyes of an orthodontist.

Combined, these creative executions work together to reach, educate and engage the target audiences throughout the consumer journey – and leave a smile on their face.

“We loved getting inside the mind of someone who has dedicated their lives to straightening and aligning – all day every day. Someone who lives and breathes perfection,” Keep Left creative director Blair Kimber says.

“It Takes A Certain Type of Person delivers a playful and insightful campaign that gives our audience a glimpse into what makes Orthodontists so unique.”

Keep Left head of digital and experience and strategy lead for OA, Johanna Murray, says: “Our insights revealed that people know they want or need braces or clear aligners – but they don’t always know the best place to go for treatment. This campaign aims to engage people who aren’t actively seeking information to build brand connection, so that when the time comes to research their treatment options, they know where to go to access trusted and reliable information.”

President of the Australian Society of Orthodontists and practicing specialist orthodontist Dr. Howard Holmes says: “You only get one smile, so you want to make sure you are in the hands of the very best. And if you’re looking for perfection, when close enough isn’t good enough, you need to make sure you are seeing a specialist orthodontist."

Client: Australian Society of Orthodontists
Agency: Keep Left
Head of Digital and Experience: Johanna Murray
Creative Director: Blair Kimber
Art Director: Helen Neville
Writer: Ruby Gill
Director: Ant Dinham
Digital Design: Giorgia Fichera
Designer: Maddi Sheehan
DOP: Samuel Galloway
Producer: Lauren Simpson
Colourist: Tim Whiting
Developer: Kaleidescope
Photographer: Pier Carthew
Digital Account Director: Larissa Thorne
Client Services Director: Jessica Williams
Media Agency: Ryval

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