Orthodontics Australia

Putting alignment in focus


Highlighting the unique quirks and traits of orthodontists to show Australians the value of seeing a true specialist with additional training. Because it takes a certain type of person to perfect your smile.



A person’s smile can have a remarkable impact on their confidence and wellbeing later in life. But the reality is that there’s a lack of understanding around who’s best to help. Our challenge was to help educate people on the benefits of seeing an orthodontist (with three extra years of qualifications), rather than a dentist or a specialist orthodontist.



We developed the creative platform “It Takes a Certain Type of Person” to explore the world of alignment through the eyes of an orthodontist. Our campaign included a series of ad spots, digital creative, an interactive game and native content designed to educate Australians, then drive prospects from awareness to conversion online.


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With broad reach the main goal of this integrated creative campaign, our ads received 9 million unique views and drove a 20.5% uplift in direct conversions over the campaign period, bringing patients and specialist orthodontists into… perfect alignment.