For the first time, the Tooth Fairy told everyone a well-kept secret: her address. Now, parents and kids know that the Tooth Fairy lives at the Faculdade de Odontologia Universidade de São Paulo (FOUSP,) where scientific studies are carried out with baby teeth. So, instead of exchanging their kids baby teeth for money, parents now can encourage them to do something better: help thousands of people.
And we made the donation process really easy: with a click of a button on the Tooth Fairy’s address, we would send them a sealed letter/consent form, so that people could ship their baby teeth directly to The Tooth Fairy at FOUSP, free of charge.
1 Silver: Health & Wellness
2 Shortlists: Brand Experience & Activation, Direct