It’s all smiles at Lumino, Special and Eight

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Special Group has created a new Smile Guide campaign for Lumino the Dentists, featuring a 30-second tvc directed by Jamie Lawrence, created by Special Group. And, unlike the usual dental ad, it’s droll, dry – and seriously funny.

Lumino operations GM Josh Stent said: “While we take our work and our professionalism with patients seriously, we loved Special’s take on the outcome of a visit to a Lumino practice.

Special’s partnership with Eight has created a campaign that is the first stage of taking the Lumino brand in a fresh direction using honesty and humour while focusing on what we do best – making people smile.”

Special Group creative director Angus Hennah said: “With a tagline like ‘Love your smile’, humour seemed a natural path to explore. And although the spot marks a change in tone for Lumino, it reinforces that they not only leave you with a great new smile, but their friendly personalised service and great value offers also leave you smiling.”

Eight director Jamie Lawrence said: “It was a pleasure to work with the good folk at Special and a brave client who isn’t afraid to push the boundaries.

“This idea was funny on the page, so I felt a huge responsibility to serve the creative well. Can’t wait to see how the audiences respond.”


Title: Smile Guide
Client: Lumino the Dentists
Head of Operation and Consumer Exp: Josh Stent 
Head of Marketing NZ & Aus: Kerry Dunphy
Acting Head of Marketing: Justine St John 
Agency: Special Group
Executive Creative Director: Tony Bradbourne
Creative Directors: Angus Hennah, Arnya Karaitiana
Group Business Director: Sandra Daniel
Agency Producer: Vicki O’Leary
Account Director: Kate Antjoule 
Production Company: Eight
Director: Jamie Lawrence
Producer: Katie Millington
DOP: Crighton Bone
Editor: Nathan Pickles
Music: Liquid Studios
Grade/Online: Toybox

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