Before and After by McCann Helsinki for Hammaspeikko

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Before and After

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Industry Hospitals, Healthcare facilities & Medical Services
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Finland
Agency McCann Helsinki
Creative Director Janne Uotila
Copywriter Jyrki Poutanen, Timo Silvennoinen, Tuomas Perälä
Producer Yrjö Haavisto
Released April 2013

Credits & Description

Advertiser: HAMMASPEIKKO
Agency: McCANN WORLDGROUP HELSINKI
Category: Best Use of Outdoor
Advertising campaign: BEFORE AND AFTER
Assistant Art Director: Hanna Kinnunen (McCann Worldgroup Helsinki)
Creative Director: Jyrki Poutanen (McCann Worldgroup Helsinki)
Producer: Jyrki Poutanen (McCann Worldgroup Helsinki)
Photography: Eric Isselee (Shutterstock)
Graphic Design: Janne Uotila (McCann Worldgroup Helsinki)
Other: Kaapo Kamu
Assistant Art Director: Kalle Oksa (McCann Worldgroup Helsinki)
Creative Director: Timo Silvennoinen (McCann Worldgroup Helsinki)
Copywriter: Tuomas Perälä (McCann Worldgroup Helsinki)
Copywriter: Timo Silvennoinen (McCann Worldgroup Helsinki)
Account Director: Yrjö Haavisto (McCann Worldgroup Helsinki)
Graphic Design: Hanna Kinnunen (McCann Worldgroup Helsinki)
Art Director: Janne Uotila (McCann Worldgroup Helsinki)
Creative Director: Janne Uotila (McCann Worldgroup Helsinki)
Art Director: Jyrki Poutanen (McCann Worldgroup Helsinki)
Copywriter: Jyrki Poutanen (McCann Worldgroup Helsinki)
Photo Retouch: Jari Riihimäki (Henry Fordin Kadun Studiot)
Producer: Yrjö Haavisto (McCann Worldgroup Helsinki)

Effectiveness
Unfortunately, we are setting up the posters as we write this, so we have no results yet. But pretty much everyone that we tested the idea with (including the client) went nuts. More or less.

Strategy
Hammaspeikko is a new and fresh dental clinic. That’s why they wanted us to create a poster never seen before. A poster that would tell people about their superb dental whitening AND leave a memory trace for it’s viewers AND give them a reason to come to the clinic.We tried to do something never done before. We wanted the viewer to be surprised and understand effect of the dental whitening in a new and distinctive way. That's why we chose to use reflective material. When you shoot the poster with flash, the poster comes alive and you really feel the effect of the dental whitening. Plus now you have the clinics number and a discount voucher on your cell phone.

Execution
We turned the oldest media, a poster, into something new and interactive. When you shoot the Before-poster with your cell phone (flash on), it comes alive and you'll get the after-image on your phone. Together with the clinics number and a discount voucher.