Ontario Dental Association

Back to Bite Us

The Ontario Dental Association launched the Back to Bite Us campaign to highlight how untreated dental issues can disrupt everyday life. The concept exaggerated familiar situations where tooth pain becomes impossible to ignore, turning ordinary moments into uncomfortable interruptions.

Each scene was constructed to place a personified tooth directly into everyday environments — from a school bus to a hospital waiting room and a neighbourhood laundromat. The imagery blends staged lifestyle photography with constructed elements to create humorous but relatable scenarios that visually dramatize how dental problems interfere with daily routines.

The campaign ran across digital and out-of-home media, using bold headlines and striking visuals to connect dental health awareness with real-world situations Canadians recognize immediately.