The Work 2023 Contenders: Edge

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

Bupa Dental: The power of your smile
A bold and fun campaign for Bupa Dental, focused on driving bookings for whitening, mouthguard and Invisalign services. Based on the insight that smiling releases mood enhancing chemicals, endorphins, natural painkillers, and serotonin, the idea celebrates just how powerful a great smile can be with each spot featuring a specific Bupa Dental service. The campaign talks to positive (and sometime unexpected!) benefits of smiling in a light-hearted way whilst encouraging people to go to Bupa Dental.

Consumers don’t think a lot about sustainability when buying sunnies. Which means eyewear retailers don’t talk about their sustainable footprint, and hence manufacturers don’t need to worry about reducing their environmental impact. A vicious circle that needed to be broken. We created Folkal – an online marketplace for sustainable eyewear featuring a ground-breaking, world-first sustainability rating system that examines product, case, transport and packaging across criteria including materials, manufacturing process, end of life and emissions. We partnered with eyewear manufacturer Safilo and invited third party brands to achieve our mission: to make it easier to find and buy more sustainable eyewear.

Starlight: Happiness matters
When most people think back to their childhoods, they think of happy times. It’s a time of freedom and joy and not a care in the world. But sick kids remember things differently. Their days are spent in hospital, hooked up to monitors, and their childhood becomes about procedures, therapies, and medication. And the truth of the matter is that fun and play are essential to a child’s development. So, when illness and hospital take that away, Starlight is there helping sick kids feel happier, more confident and ready to tackle life’s challenges. So we wanted to show what sick kids go through by telling the story of a real patient – Henry – from his point of view; showing the onset of illness, the tests, the treatment, and only revealing that this was happening to a child midway through the spot.


The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email