Orthodontics Australia Launches ‘It Takes a Certain Type of Person’ Campaign, Via Keep Left

Orthodontics Australia Launches ‘It Takes a Certain Type of Person’ Campaign, Via Keep Left

Orthodontics Australia (OA) by the Australian Society of Orthodontics (ASO)’s new campaign focuses on the five thousand hours of rigorous orthodontic training it takes to learn how to align teeth correctly.

The campaign inspires audiences via online video, programmatic display, social media, native content, and SEM while the website informs consumers looking to learn more and take action.

Across three distinct creative executions, the objective of ‘It Takes A Certain Type of Person’ is to educate the general public on the importance of seeing an orthodontist to straighten their teeth and align their jaw, aiming to reach new prospects in target audience groups likely to need a specialist in the future.

The Straightening Test gamifies the alignment process with real-life straightening scenarios; Perfect Profiles humorously explores the dedication orthodontists bring to straightening and aligning their world while Alignment Fails looks at misaligned moments in everyday life through the eyes of an orthodontist.

Combined, these creative executions work together to reach, educate and engage the target audiences throughout the consumer journey – and leave a smile on their face.

“We loved getting inside the mind of someone who has dedicated their lives to straightening and aligning – all day every day. Someone who lives and breathes perfection.” said Keep Left Creative Director Blair Kimber.

“It Takes A Certain Type of Person delivers a playful and insightful campaign that gives our audience a glimpse into what makes Orthodontists so unique.”

“Our insights revealed that people know they want or need braces or clear aligners – but they don’t always know the best place to go for treatment,” said Johanna Murray, Keep Left’s Head of Digital and Experience and strategy lead for OA.

“This campaign aims to engage people who aren’t actively seeking information to build brand connection, so that when the time comes to research their treatment options, they know where to go to access trusted and reliable information.”

“You only get one smile, so you want to make sure you are in the hands of the very best. And if you’re looking for perfection, when close enough isn’t good enough, you need to make sure you are seeing a specialist orthodontist,” said President of the Australian Society of Orthodontists and practicing specialist orthodontist Dr. Howard Holmes.


Client: Australian Society of Orthodontists

Agency: Keep Left

Head of Digital and Experience: Johanna Murray

Creative Director: Blair Kimber

Art Director: Helen Neville

Writer: Ruby Gill

Director: Ant Dinham

Digital Design: Giorgia Fichera

Designer: Maddi Sheehan

DOP: Samuel Galloway

Producer: Lauren Simpson

Colourist:  Tim Whiting

Developer: Kaleidescope

Photographer: Pier Carthew

Digital Account Director: Larissa Thorne

Client Services Director: Jessica Williams

Media Agency: Ryval

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