Orthospé

The central element of this campaign for our artistic direction was the creation of characters with an associated video for each of their stories. There is Théo, 10 years old, who becomes the superhero of the school. Sarah, 16 years old, who dreams of looking like her favorite stars. Maxime, the 32-year-old sales representative who fears the gaze of his colleagues on his braces. And then there’s Dr. Farnier, the specialist orthodontist who advises them and adapts his treatment to each situation. Thanks to this educational storytelling, we were able to playfully highlight the supportive role of the orthodontist, capable of restoring confidence in his patients.

"148 Agence Collective played a real advisory and supportive role, it helped the client to envision themselves."

Inès, Project Manager, LJ Communication

The characters and their universe were entirely created through drawing. And we chose the traditional method of producing an animated film with a script and models. For the animation part, we worked with a specialist, the Pierre Pierre workshop. And for sound with Polenprod Music, which entirely composed sound effects and custom music for our videos.

"What we appreciated the most was the quality of the videos and the creative content offered by 148 Agence Collective."

Inès, Project Manager, LJ Communication

To optimize the creation and graphic research phase, we established an efficient process. Our four developers in charge of this project got involved very early on the models to provide their feedback, indicate what was technically possible or not, and thus help the creatives define priorities.

The other major aspect of the campaign was the creation of a website, with a dual functionality. First, it should serve as a tool for disseminating the communication campaign. Then, it is to become the official site of the "Orthospé" label, with explanatory pages, advice, a directory, aimed both at individuals wanting information on orthodontics and professionals seeking information about this label.

"We managed to accomplish a significant amount of outreach work without it being too costly in terms of performance."

Tai, Developer, 148 Agence Collective 

Technically, we developed the site on Word Press. The challenge was to maintain the playful universe of Théo, Sarah, Maxime, and Dr. Farnier, thus creating a site with a lot of animations. We opted for large sliders on the homepage. The characters appear as animated gifs, they move their hands, blink their eyes. Furthermore, the cursor changes depending on the element you hover over: when launching a video, for example, it transforms into a Play icon.

The campaign was launched on the occasion of the "Orthodontics Days," a crucial 4-day window that needed to be utilized. We put the website online and purchased visibility on Google through Google Ads so that the site would appear as a priority during a search with certain keywords. A budget was also allocated for pre-roll ads on YouTube to have excerpts of our videos broadcasted.

"The team is available, attentive, organized, and reliable."

Inès, project manager, LJ Communication

Finally, for each of our characters, we created an Instagram account through which they can tell their story and share the messages from orthodontic professionals. We manage the accounts, and at the time of their launch, we used Instagram Ads and purchased sponsored posts to have them appear in the feed or in stories.