Challenge
As a leader in the specialist dental market, Straumann is known for its premium quality products and commitment to innovation. With the launch of iEXCEL™ – its new implant performance system – the brand needed to reinforce its role as a pioneer of modern dentistry and spark interest among clinicians.
In a competitive implantology market, the campaign needed to set iEXCEL™ apart – not just through showcasing the superiority of the product but through establishing a clear, compelling brand positioning that would resonate with the dental professional audience.
Solution
Rather than focusing solely on product features, we wanted the campaign to showcase professional impact – positioning iEXCEL™ as a performance system that helps clinicians do their best work. Inspired by the idea of dentist as superhero, we framed iEXCEL™ as the tool that unlocks next-level efficiency, control and confidence – turning clinicians’ talents into superpowers that change lives for the better.
To reflect the breadth of Straumann’s audience, the idea was brought to life through five distinct characters: the entrepreneur, educator, craftsperson, scientist and technologist. Each character uses the creative codes of the superhero to show how Straumann helps unleash their potential. The iEXCEL™ emblem plays a pivotal role in signposting the campaign across communications, behaving as a wearable pin to help evoke a sense of empowerment being activated.
By combining AI with post-production 2D, 3D and 4D tools, we were able to activate the characters across multiple touchpoints – including OOH adverts, social media, merchandise and events.
