The Challenge: A large dental consortium is about to align and cover most of the Twin Cities.
The Pitch: A rollout/identity idea was to create a large white hot air balloon in the shape of a tooth and have it float above major sporting events and over the freeway on rush hour with the new logo on the side. Two local radio stations said they would be willing to put reporters in the eye of the tooth for a launch. Regularly scheduled Saturday morning "tooth rides" over the St. Croix River could be offered as contest incentives for maintaining customer enthusiasm.
The concept decayed and the idea was extracted from the project.