HELPING THE TOOTH FAIRY GET HER WINGS
7 educational animations produced
Dual engagement of children and parents
10 week ongoing parent email campaign cycle
Curaprox already had the Tooth Fairy. Bonfire gave her the wings to fly — bringing an illustrated character to life through animation, storytelling and a worldfamilies could believe in.
Curaprox is a Swiss premium oral care brand with well-established credentials in dental and professional circles. But reaching families with young children — and making oral health genuinely engaging for that audience — presented a different kind of challenge. The brief had two connected objectives: create a character-led animation series compelling enough to drive parents of
under-10s to the Tooth Fairy Academy microsite, and convert those visits into purchases of a curated
Tooth Fairy Gift Box.
The Tooth Fairy was already part of the Curaprox brand world, Bonfire’s role was to bring her to life: giving her movement, personality and a narrative world that could carry genuine educational value for children while building the confidence of the parent wathcing alongside them.
UNCOVER
Find the real brief Two
audiences, one campaign. The Tooth Fairy had to delight children and reassure parents — while driving traffic to the Tooth Fairy Academy.
UNLOCK
Build the world
7 animations blending live-action dental professionals with a magical fairy world — built to educate, engage and convert.
UNLEASH
Convert and sustain
The Tooth Fairy Academy microsite united the animations, gift box and a 10-weekly parent email campaign in one place.
Each of the seven episodes covered a specific educational theme — tooth anatomy, brushing technique, diet, dental visits and more — combining live-action dental professionals with green-screen compositing and a whimsical animated backdrop. Every episode pointed parents towards the Tooth Fairy Academy, where they could sign up, explore the animations and purchase the Tooth Fairy Gift Box — a curated Curaprox oral care pack designed around the milestone of a child’s first lost tooth..
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Marketing Director, Curaprox
