Bad Luck Brian promotes invisible braces

Creative idea

Klostermann Orthodontics wanted to introduce invisible braces to youngsters. With transparent braces youngsters won’t have any unpleasant memories - unlike famous Bad Luck Brian wearing old steel braces. We used Bad Luck Brian’s meme in our campaign. We predicted that people won‘t believe we have license for using it. Many smaller companies use celebrities without permission. That's why before the campaign started, Bad Luck Brian recorded a video saying collaboration is official. When the public started grilling us for copyrights, we offered video to Refresher magazine. Story about Klostermann‘s campaign introduced product to more than 136.000 youngsters for free.

Brand name: Ortodoncia Klostermann
Advertiser / client: Ortodoncia Klostermann
Product / service: Invisible braces
Campaign name: Bad Luck Brian promotes invisible braces
Agency network: INDEPENDENT AGENCY
Agency: Kreativna Dvojica, Bratislava
Web address: http://www.klostermann.sk
Creative director: Ivana Hornicka Paconova, Michal Hornicky
Art director: Michal Hornicky
Copywriter: Ivana Hornicka Paconova, Michal Hornicky, Karin Hyksova, Marcus Revaj
Designer: Michal Hornicky, Dominik Herceg
Account director (agency): Michal Hornicky, Ivana Hornicka Paconova
Media director: Michal Hornicky
Strategic planner / strategist: Ivana Hornicka Paconova, Michal Hornicky
Digital strategist: Ivana Hornicka Paconova, Michal Hornicky