Dentally

Giving overstretched dentists a hand (or an extra arm)

Challenge

Dentally was facing a persistent brand awareness issue in the Australian market. A new business team was in place, but the competition (especially Core Practice) was hoovering up dentists moving away from older systems. Dentally wasn’t even being considered. The challenge was to create a bold, attention-grabbing awareness campaign that could cut through a crowded space and support lead generation.

Approach

The creative strategy leaned into one powerful insight: dentists today are doing far more than dentistry - they’re overstretched and under pressure. The campaign needed to speak to that reality while positioning Dentally as the pain-free way to run and grow a practice. The tone was unexpected and disarming on purpose - something designed to make busy dentists stop scrolling, take notice, and feel seen.

Solution

We created a campaign built around a satirical, attention-grabbing idea: arm grafts. It played out as a classic bait and switch - ads teased a strange new trend helping dentists survive the pressures of modern practice. Then, the reveal: there’s a smarter way. Dentally from Henry Schein One offers the support and simplicity that dentists actually need.

The campaign included paid ads, an infomercial-style video, and a landing page to drive clicks and conversations. It was weird, memorable, and deliberately unlike anything else in the sector.

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Impact

The campaign delivered big on reach and engagement. Across channels, we saw over 1.5 million impressions, strong click-through rates, and early lead activity:

  • Google: 70k impressions, 1.6k clicks, 30 conversions

  • LinkedIn: 602k impressions, 9.6k clicks, 3 leads

  • Meta: 835k impressions, 13.4k clicks, 3 leads

As an awareness campaign, it hit the mark - grabbing attention, getting clicks, and making Dentally part of the conversation again.

Creative team

Creative direction: Ed Nicholson, Ben Cooper

Creative strategy: Ben Cooper

Art direction: Ed Nicholson

Illustration and design: Antonio Ortega

Motion: Posh Gecko

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