Orthodontic specialist group Smile Team and creative agency Keep Left have joined forces to launch a new campaign. The collaboration comes as Smile Team, with over five decades of experience in orthodontics, faces a challenge known as the 'referral cliff', a situation where more dentists are offering orthodontic treatments, leading to a decrease in referrals.

In 2023, Smile Team faced this challenge head-on, and Keep Left was tasked with creating a campaign to reposition Smile Team as the trusted experts in orthodontic treatment. The campaign, based on the concept of 'Smile Nerds', aims to highlight the additional three years of study that orthodontists undertake compared to dentists.

"After speaking with the audience – parents considering orthodontic treatment for their kids – one thing became clear: giving their children the best chance at feeling confident about their smiles was a significant motivator. This created an emotional and interesting creative space for the brand to play," said Laura Agricola, Keep Left Strategy Director.

The campaign includes a 60-second film featuring Smile Team orthodontists on space hoppers, and will be rolled out across cinema, TV, out-of-home, and digital platforms. The 'Smile Nerds' concept aims to showcase the personality of the Smile Team brand and their desire to build authentic connections with patients.

"We needed a hook to drive home Smile Team’s expertise. The idea of 'Smile Nerds' delivered that, enabling us to weave a narrative around the team's unwavering passion for smiles, but in a way the audience could relate to," Agricola added.

"Nerd culture thrives on the unconventional, the quirky, and the fun. This cultural truth became the bedrock of the campaign. Leaning into that tone allowed us to deliver a story that stood out from the rest of the category and, most importantly made people smile," said Blair Kimber, Keep Left Executive Creative Director.

John Brett, Smile Orthodontics General Manager, expressed his enthusiasm for the campaign, "This is such a fun campaign that showcases the personality of our brand. More importantly, it shows that behind Smile Team's orthodontic excellence is a team with a sincere desire to build authentic connections with patients."

"The process has been truly collaborative and has further strengthened our partnership with Smile Team. It's been nice to tap into our inner nerd as well and smile while we do it," Kimber concluded.

The campaign aims to re-establish Smile Team's position in the orthodontic space, emphasising their expertise and commitment to patient care.