How do you talk dental care to a crowd that hates dental care and ads?

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. Same day? 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! 

To top it off, we launched a social campaign celebrating bad decisions. 

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