Delta Dental - 'Long Live Smile Power'
Challenge
Delta Dental has the nation’s largest network of dentists. But it wasn’t widely known. So how could we break through to tell the masses that Delta Dental coverage gives you the freedom to go wherever life takes you?
Insight
In 2022, millions of Americans were exploring new futures. Remote workers were relocating like never before, and approximately 35% of the workforce was freelance or “gig.” On top of all that, about half of those employees reported that they lacked traditional health insurance, including dental.
We created a humorous, mockumentary campaign inspired by the original “gig” workers. Musicians. Enter Mölar, a metal band heavily obsessed with oral hygiene. So obsessed that they refused to go on tour without coast-to-coast dental coverage. But now, they’re finally hitting the road thanks to Delta Dental. And they can’t stop smiling. (Something a bit problematic for a metal band with a dark image to uphold.)
We embraced this quality to craft a world revolving around our band, drawing inspiration from the aesthetics of Heavy Metal and music culture. Everything from real-life documentaries to music videos to album covers influenced our approach to casting, wardrobe, location, props, and set design. All were brought to life through a combination of handheld cinematography and skilled improvisation to create satirical work with a relatable look and feel.
The footage from our ambitious, single-day, run-and-gun shoot became the foundation for a breakthrough integrated campaign. Ultimately, the band played everywhere from social to TV to OLV. They even got on the radio. Their healthy smiles showed up on billboards, banners, and in magazines, letting everyone know they’re covered everywhere they go when they get on the highway to health with Delta Dental.
