ACDQ

The Association des chirurgiens dentistes du Québec represents the province’s dentists. Its message is a hard one to land: the mouth is not an isolated organ, and a dental exam reveals signs that bear on general health — more than two hundred possible diagnoses.

A clinical subject, and an audience that postpones its appointments. We ruled out photography: a close-up mouth pushes people away as much as it informs them. The whole system rests on illustration, in a palette of blues and terracotta that makes the practice feel welcoming rather than intimidating.

The campaign runs as web banners, mobile stories, large-format out-of-home and animated shorts. One character carries across the formats: eating, breathing, visiting the dentist. The health habit becomes ordinary rather than a chore.