Title	SAVING ASLAN
Brand	FIXODENT
Product/Service	DENTURE ADHESIVE
Category	A02. Non-Fiction: series or film
Entrant Company	SAATCHI & SAATCHI Rome, ITALY
Contributing Company	SAATCHI & SAATCHI Rome, ITALY
Media Agency	STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Production Company	GOLDEN PLANES Cape Town, SOUTH AFRICA

Name	Company	Position
Sven Harding/Wayne De Lange	Golden Planes	Director
Herman Le Roux	Golden Planes	Producer
Wayne De Lange	Silver Bullet	Director Of Photography
John Pallant	Saatchi/Saatchi	Regional Creative Director Emea
Agostino Toscana	Saatchi/Saatchi Italy	Executive Creative Director
Manuel Musilli/Salvatore Tarallo	Saatchi/Saatchi Italy	Creative Director
Alice Scornajenghi	Saatchi/Saatchi Italy	Copywriter
Alessio Bianconi/Manuel Musilli	Saatchi/Saatchi Italy	Art Director
Lavinia Confortini	Saatchi/Saatchi Italy	Agency Producer
Simona Boracchia	Saatchi/Saatchi Italy	Account Director
Stephen Rothman	Saatchi/Saatchi	Planning Director
Saint Lewis	Saatchi/Saatchi	Digital Director
Philip Mattei	Saatchi/Saatchi Italy	Digital Strategist
Elena Kalogeropoulos	Saatchi/Saatchi Italy	Account Manager
Stephen Squire	Procter/Gamble	Global Director Oral Care
Maud Legagneur	Procter/Gamble	Brand Manager Global Oral Care
Silvio Coco/Dario Cataldi	Saatchi/Saatchi Italy	Web Developer
Sebastiano Quaranta	Saatchi/Saatchi Italy	Project Manager
Pressure Cooker/Dustin O'halloran	Pressure Cooker Studios	Musician
Silver Bullet	Silver Bullet	Post Production

The Campaign

The main challenge for the campaign was always to bring Fixodent and it’s consumers out of the shadows, showing that they are not just senior citizens but also a younger, more engaged audience. This would in turn give people a reason to love and talk about the brand beyond it’s product. Our business challenge was to increase the adoption of the product among those who don’t use a denture adhesive or might use a competitive brand, including younger partial plate wearers. This led us to Aslan, whose story perfectly symbolizes the transition that denture wearers face every day, from social stigma to lack of confidence, these were all common aspects which our lion and our consumers share. We snatched the opportunity to craft a journey that could resonate with both consumers and non consumers, demonstrating how dentures don’t impact life in a bad way, but actually enable those who need them to return to a normal lifestyle. Once exposed to our story, those interested in the category could then go deeper by engaging with the educational videos which were specifically created to accompany the launch of our campaign. It has been a success on different levels, on the one hand people who never considered the brand worthy of their attention were drawn to the story and opened their minds and hearts to our category, on the other hand consumers both old and young were empowered and proud to show that those of Aslan were exactly the challenges they faced in their life.

Our goal was to reach 5mm views in 3 months, we had 7mm within ten days. To this date we have accumulated more than 17mm official views and many more through earned media. (News publications) The campaign also generated +23% brand awareness and +2618% increase in brand interest online (source: Google Brand Lift report). Sentiment overall was amazingly positive in more than 97% of cases. Reach on twitter alone was over 6mm thanks to close to 100.000 between tweets and retweets. (source: SumAll reporting) The main video which was more than 5 minutes long, consistently scored above average for the duration of the campaign in both view rate and view through, defying the conventional knowledge of preferring “short videos” thanks to nature of the content. Subscribers to the brand’s Youtube channels were also tripled and the campaign was Ad of the day on Adweek and ranked among the top 5 campaigns for the week in which it was launched on a number of rankings and publications.

Fixodent, one the most popular denture adhesive, knows what kind of physical and emotional distress losing teeth can cause. That's why, when we found someone that needed his bite more than anybody else on the planet, we decided to help. Aslan is a 9 years old male lion who lost his canines and since then he isolated himself from his pride, compromising his life. We went to South Africa and sponsored a surgical procedure to repair Aslan’s jaw. After 4 weeks of recovery, Aslan was finally reintroduced to his pride. This gave us the opportunity to create content which could finally help bring the brand and it’s consumers out of the shadows, raising awareness around the category and inspiring denture wearers to take charge of their life in the face of change, such as transitioning to a life with dentures.