Smile! was a campaign created while I was agency-side to help promote London Smile Clinic. The campaign was developed to help create brand awareness and leads for new business. Running with the tagline, Smile!, the creative was to engage the audience and hopefully make them Smile! and thus present a more memorable ad. Our initial concept was to create a set of ads using different animals to inject a bit of fun into the campaign. Unfortunately the client was hesitant to go forward with this approach, with the fear of having too many new leads and phone calls to handle! We later settled with using the images of smiling people.