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Rdental.com uses colorful, offbeat imagery and uncluttered copy to appeal to oral health professionals in its first branding campaign from Pagano Schenck & Kay.
The client in Bethesda, Md., encouraged Pagano to take “an unconventional approach” in the campaign in order to break through the clutter of typical medical trade ads, said Lou Shuman, executive vice president of marketing at Rdental.com.
In one print execution, two teenagers are shown in a candy store, surrounded by trays of jelly beans.
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