A new Orbit gum print and outdoor campaign, from BBDO/Chicago, demonstrates the alleged whitening power of the product via lampshades. No drunken party required. "We want consumers to imagine how amazing the subject's smile is without actually showing it," explains AD Frank Dattalo. "In the absence of a face, we created characters through casting, wardrobe and environments to give each ad personality and tell a story about the individual. Our target is the image conscious, with media bought heavily in fashion and beauty publications. The goal was to create an intrusive campaign that feels more like editorial." Shot by Nadav Kander, "each image was created using two shots-one with the lamp and the background element, one with person holding the Orbit pack and the background element," adds Dattalo. "The glow was achieved in-camera to accurately capture the way light reacts to all the elements in the room. We wanted the result to feel authentic. The key to believability is restraint in treating the lighting in post."
Client: Wrigley Agency: BBDO/Chicago ECD: Marty Orzio GCD: Jim Hyman AD: Frank Dattalo CW: Dave Schiff Photographer: Nadav Kander