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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 advertising, said Lou Shuman, the client’s executive vice president of marketing.
In one print execution, a teen-age couple is shown in a candy store, surrounded by trays containing thousands of multicolored jellybeans.
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