The key challenge was to launch this week to the Orthodontic industry. It had no history and no awareness in the target audiences.
As part of a wider team we prepared a warm and engaging brand identity to nurture people who might be interested in this special week. One of the key channels developed was online and here we created a website of two halves – speaking directly and in appropriate tone of voice to the different audiences. The campaign was supported by various pieces of print collateral. NOW was a huge success and is “now” into its third year.