Case Study / Southern Cross Dental

With their 40th anniversary in 2023, SCD approached Ideaseed to create a fun, quirky advertising campaign that would remind their customers of their expertise and celebrate their milestone

The Client

Southern Cross Dental, established in 1983, is one of the largest dental laboratories in Australia. The company’s experience and commitment to providing quality products and excellent customer support have earned them a reputation as long-term industry leaders.

The Background

Southern Cross Dental commemorates its 40th anniversary in 2023 and approached Ideaseed to help launch a comprehensive campaign highlighting the brand’s identity and achievements over the last four decades. Initially, the campaign scope included a refreshed logo that incorporated the number 40, a print advertising campaign, social media videos and animated and static banners to be used across a swathe of collateral. After we presented our concepts, SCD loved the idea of custom illustrations forming part of their campaign so much that the campaign was extended to incorporate even more custom-illustrated ads to be used throughout the year.

What We Did

Ideaseed delivered a comprehensive campaign that included refreshed branding, copywriting, print advertising, custom illustrations, social media videos and tiles, static and animated banners for use across different collateral, and animated email signatures. The illustrations became the heroes of the campaign, being used to great effect and with SCD’s quirky personality shining through.

What They Said

As Southern Cross Dental is celebrating our 40th anniversary this year, we wanted to go large with an all-encompassing campaign that represents who we are as a brand and shows our contribution over the last 40 years in the industry. From initial brief and discussion on our expectations for the campaign, and seamless discussions that brought us to the first sets of artwork, we decided to expand the campaign to feature several beautiful illustrations that will be showcased throughout the year.

Georgie and the team are a delight to work with, and their creative ideas are always reflected in the work they produce. The pieces they have provided are incredibly beautiful and they have gone above and beyond for what is a really sentimental campaign for Southern Cross Dental.