Denticon 2025 campaign identity
The goal: to emotionally connect the brand to the Christmas season through a strong visual symbol – a smile.
Topic: Christmas with a smile
🎬 Concept
The “Christmas with a Smile” campaign builds on the film’s 60-30-10 Color Rule, which uses gold as the dominant color of authority, turquoise as a secondary color of confidence, and soft off-white as an accent of purity.
The result is a cinematic visual that combines warm light and soft bokeh with a golden hue – reminiscent of shots from Christmas movies.
Teeth are more than just a symbol of aesthetics in this campaign – they become a cinematic moment. The light reflects off them like a jewel, subconsciously evoking a sense of VIP care and a star smile.
The goal was to make Denticon look like a clinic that combines a luxurious approach with human warmth.
💡 Creative strategy
Archetype: Ruler 70% / Magician 20% / Sage 10%
Visual style: cinematic, realistic, with a soft cinematic gradation
Color strategy:
🟡 #CDA349 – Dominant gold (authority, warmth, festive touch)
🩵 #029692 – Secondary turquoise (purity, balance, trust)
⚪ #d8d6cf – Accent of cleanliness (teeth, light, calm)
Emotional tonality: confidence – calmness – assurance – charm – VIP feeling
🧩 Campaign outputs
Offline:
Billboards and citylights (Košice and surroundings)
POS stands in shopping centres
Leaflets and gift vouchers
Event promo – distribution of leaflets and sale of vouchers during Advent
Online:
Google Display campaigns (remarketing + branding)
Facebook / Instagram Ads (carousel, video, stories)
YouTube preroll spot “Christmas with a smile”
Web landing page denticon.sk/vianoce
📸 Visuality
Each portrait is compositionally and luminously constructed according to a filmic rule:
60% golden light – 30% turquoise tones – 10% neutral balance.
It captures charismatic people of different ages with an Eastern European look, in natural situations, with a gentle smile and visible white teeth.
The background is blurred into a soft bokeh in golden highlights, creating Christmas depth and warmth.
✨ Effect
The resulting campaign connects:
film portrait aesthetic with light as a metaphor for a smile,
premium visuals with human emotion,
dental expertise with a sense of caring and the joy of giving.
Denticon naturally profiles itself as a clinic for those who want to have a smile like a movie star.
Billboards
Vouchers
Online communication
POS and even
