Joe Biden's Teeth

Trident. 18,000 free packs of gum. A boatload of press. And one beautiful set of chompers.

In the midst of one of our nation's most decisive presidential races, we found ourselves enamored. With the cleanest, brightest, most patriotic candidate we'd seen in years, Joe Biden's teeth. We couldn’t pass up these inaugural gems and neither could Trident.
 
Building out a full-blown micro site, we created a multifaceted online experience jam-packed with brushing tips, a presidential tooth timeline and the opportunity for users to submit photos of their own patriotic grins. We partnered up with Trident to campaign for Mr. Biden's pearly whites in all their plaqueless glory and handed out 18,000 free packs of gum to hygiene supporters across party lines.