Burt’s Bees — yes, the people who make the lip balm in the yellow tube, among so many other natural products — wanted to promote its toothpaste line with a 30-second spot. And they wanted the message to be along the lines of, “Yes, you actually can find a sustainable toothpaste you can feel good about buying, and that actually works on your teeth.” And with all the Burt’s brand identifiers thrown in.
So, our partner and executive creative director, Byron Watkins and our team brainstormed a story for the toothpaste line. What they came up with was one of the cooler concepts we’ve ever produced, and after Burt’s Bees bought in, it became one of the most labor intensive, time consuming and challenging projects Windsong has done in a while. When it was done, though, the payoff was worth it and the Burt’s Bees people were stoked.
