THE ROYAL PROBLEM
Crest White strips makes you feel glamourous in any situation, especially when everything else seems wrong.
THE PIXIE DUST
People in a number of common situations that results in them looking and feeling the most unflattering; but because of their white teeth they would always genuinely feel glamorous.
The tone of this concept should be one of bold vanity, but funny and youthful.
View full case study here: https://goo.gl/rF9YML