The Trident White Campaign Uses Coffee Sleeves as Masks

By: Meghan Young - Published: May 15, 2012 • References: jwt & ibelieveinadv
The Trident White campaign is a fun depiction of how people might feel compelled to hide their stained teeth from the public. It does so by way of basic illustrations on coffee cups that have a strategically placed sleeve wrapping around where the mouth would be. Since coffee is one common way that teeth are stained, it is appropriate that this medium was used as a canvas.

Paired with the tag line "Don’t coffee-block your smile," the Trident White campaign promotes a way to avoid these awkward situations.

Conceived and executed by JWT, an ad agency based in New York, United States, the Trident White campaign is creative and clever. The fun illustrations were done by Josh Harvey and Anna Gomez under the art direction of John Cox and creative direction of Matt McKay. The overall prints were photographed by Thomas Mangold. Stats for Cup Illustration Ads Trending: Older & Warm
Research: 6,320 clicks in 209 w
Interest: 1.7 minutes
Concept: Trident White Campaign
Related: 52 examples / 40 photos
Segment: Neutral, 18-55
Comparison Set: 19 similar articles, including: apologetic fast food ads, reflective fashion ads, and hilarious miscommunication ads.