Better than a kick in the teeth.

Duane — Mon, 08 Jun 2009 18:41:19 +0000

I enjoy taking on unique creative challenges. This one, though, started out as a head-scratcher. A successful Vancouver, WA dental practice, Dentus Dental Center, asked us to create a sign for their sponsorship of the Vancouver Rodeo. My first thought was: “OK; dentistry and bull riding. I don’t get the connection”. Then we decided to have a little fun, and presented the client with some headline ideas. Here’s a few of my favorites…

Smile all you want – he’ll still toss you in the dirt. Come to a place where people appreciate a good smile.
You’re not afraid of anything …unless it happens in the dentists’ chair.
You may have to hang on longer than 8 seconds …but not much. At Dentus, we strive to make your dental visit efficient and convenient.

Ultimately, they chose my favorite headline of all (I love it when that happens), shown in the sample below. Often, what makes the difference between a generic, straightforward representation of your company, and something that is memorable and makes people smile, is the application of creativity and the confidence to step off the beaten path. Is this the sort of sign rodeo-goers would be expecting from a dentist? No. Is that a good thing? Yes.

Complete sign.

Sign detail.

Cardwell Creative Blog : advertising and marketing in Salem Oregon » rodeo

Better than a kick in the teeth.