GUILD INSURANCE 'Different'

Professional Insurance for dentists, as you'd probably guess, is quite a low engagement category, and any communication is usually stoic and conservative. However we saw this as an opportunity to get some real cut-through - and have a bit of fun at the same time. To promote the fact that this insurance product was individually tailored for each dentist, we decided to explore the notion of individuality with a humerous celebration of being 'different'. The resulting creative achieved significant take-up - and delivered a gleaming white smile to our audience. COPYWRITER - Craig Hockley