Although Delta Dental of Missouri is the state’s leading dental benefits provider, they were struggling with rising competition and low brand awareness. To counter this, we created a memorable campaign featuring a green toothbrush mnemonic to emphasize oral health’s significance and establish Delta Dental as a caring authority. By leveraging TV, radio, print, out-of-home, and digital, we achieved an incredible 109% increase in individual enrollments and won ourselves a Gold David Ogilvy Award in the process. Needless to say, there were smiles all around.