Responses by Humanaut
Background: Oral care has never been a very exciting or sexy category. Everything about hello, from its beautiful packaging, naturally friendly ingredients and constant innovation, makes the company much more like a disruptive startup than a traditional oral care company. With help from Junction 37, this OOH campaign is part of a larger digital campaign that introduces hello as “the future of brushing.” Our targets are millennials, new parents and anyone starting to look at the ingredients inside their personal care products.
Reasoning: Our approach for the OOH campaign was to show a dramatically different look for an oral care company. Our short, punchy headlines captured the innovative and playful spirit of a modern brand challenging an entire category. We used three subway panels as one in order to make the unique hello packaging the hero, and featured hello’s bright colors and playful headlines to call out its naturally friendly ingredients.
Challenges: Not overthinking it and keeping the design as simple and as bold as possible. With the headlines, we wanted to use as few words as possible, just three or four words, so the headlines could be as big as possible and fill up the panel. We wanted to leave plenty of room for the logo and product description copy to confidently breathe. We had to use a lot of restraint to not add anything unnecessarily.
Favorite details: That these ads for toothpaste look nothing like toothpaste ads. And since these are the first OOH ads for hello, we’re happy they live up to the fun tone and natural beauty of the hello brand.
Specific demands: The three adjacent digital billboards in the NYC subway gave us the unique opportunity to visually treat three billboards as one much larger billboard. From a design standpoint, this meant we could feature the hello product more prominently, in the center panel, and use the other two panels for headline and copy. This approach meant we could create a much bigger impact with the overall OOH experience and give hello the bold, progressive look we were going for.
Anything new: Confidence is something you have to design. Sometimes what you don’t say, says much more about your brand than anything else.