CHOOSE SMILE.
In 2020, the world changed, but the show went on at SmileDirectClub. We launched our first global brand campaign. The catch? We couldn’t capture any new footage and the spot couldn’t use voiceover. We created a campaign called Choose smile, built entirely from user-generated content, that served as a reminder that even in moments of chaos, you can do one thing that’s scientifically proven to lift your spirits: smile.
TV.
Your smile is a powerful tool when it comes to changing your mind and your body. This tiny space from ear to ear can give you a whole lot of control. So, take hold of the way you're feeling and choose smile.
Landing page.
We developed a campaign-specific landing page that described what “Choose smile.” means to try to help future Club members recognize and understand the life-changing potential of their smile. We included scientific facts about smiling, plus survey results around collective feelings during the pandemic.
