Delta Dental of Wisconsin | For the Reasons You Smile

I led the creative direction for a fully integrated B2C and B2B campaign aimed at increasing awareness and consideration for DDWI among both current and prospective members. The core objective was to position DDWI as the go-to choice for dental and vision insurance, ensuring it stayed top-of-mind during the enrollment process.

Our approach centered on highlighting the emotional benefits of insurance: caring for yourself so you can be at your best for the people you love. This insight inspired the campaign theme, “For the Reasons You Smile.”

As the Creative Director, Art Director, and Illustrator, I spearheaded the visual identity of the campaign. I developed a series of illustrations featuring diverse, relatable individuals who reflected the unique demographic of Wisconsin. These vibrant, colorful illustrations leveraged Delta Dental’s bold brand palette and used the power of a bright, confident smile to drive emotional connection.

The campaign was rolled out across a wide array of media, including billboards, animated digital display ads, print materials, bus transit ads, broadcast TV and radio, as well as social media content, direct mail, and email marketing. Each piece was carefully crafted in a cohesive brand campaign look to ensure maximum impact, reinforcing the overall messaging and broadening its reach.