As Halloween is the second most popular marketed holiday of the year after the holiday season, Crest and Oral-B wanted to have a presence. And since they are oral care brands that help consumers keep their teeth healthy, there was a natural connection with Halloween, which is the biggest candy consumption day of the year. Specifically, the assignment was to raise brand awareness, get people talking, and ideally, increase sales of both products through the medium of a viral film. And to make Crest and Oral-B the center of a conversation that would be impossible to ignore.

To link Crest and Oral-B to Halloween we took a daring approach. Rather than lecture people about the dangers of getting cavities from eating too much candy, we decided to celebrate candy by giving people a license to indulge. Our strategic insight was simple: you can have as much candy as you like on Halloween because Crest and Oral-B have you covered. And to prove how much everyone loves candy, we decided it with healthy treats made from tofu, seaweed, and vegetables, and have kids try them in a mock focus group.

As soon as the video was posted, it began to garner attention, acquiring likes and views on Facebook and YouTube. The final count of views on YouTube was 7.5 million, and it was their third most watched video in October. The video also received press from the Today Show, CNBC, Huffington Post, AOL, Gawker, the L.A. Times and The Guardian. It had 635 total impressions and a paid to earn ratio of 1 to 9. Also, a link to a downloadable coupon had several hundred thousand redemptions and lifted sales on a billion dollar brand 3% in only two weeks.