How do you talk about dental care to a target group that does not like to think about dental care or advertising? 

On January 1, 2025, the age for free dental care in Sweden was lowered to 19, so people who turned 20 or older had to pay for it themselves. The first of January was also another important day: The National Pizza Day.

We teamed up with pizzerias in Skåne and offered Gen Z a tasty deal: the possibility to sign a dental care agreement. All they had to do was fill in, tear off, and post the entire pizza box lid to start the new year with a grown-up resolution!

In addition to the pizza activation, we launched a social campaign focusing on not-so-grown-up decisions.

Creative team, F&B: Anders Malm, Julia Holtback Yeter, Anna Karlsson, Ine Bryhn