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The British Dental Industry Association (BDIA) Dental Showcase is the largest annual exhibition of dental products, equipment and solutions in the UK. With over 10,000 industry professionals attending every year, it’s one of the most anticipated events in the dental industry calendar.

As the BDIA’s agency of choice for the recent rebrand of the Dental Showcase, we took the opportunity to showcase our own growing portfolio of work for the dental industry by taking our exhibition stand to the Show.

This was a first for us, and our creative team jumped at the opportunity to get their teeth into the design of our stand and its graphics, the design and print of our brochure and our free giveaway coasters! Tim came up with our strapline “Branding with Bite”, coupling it with the image of a slice of watermelon with a bite taken from it, representing a smile.

There were more than 350 stands at the Show, with mini lectures running over the three days. Of course, being visual communications experts, we didn’t have a tangible product to show or demonstrate to visitors, aside from our brochure. Our challenge was to come up with something to attract visitors to our stand, so we hit upon the idea of running a competition to win an iPad mini; our “Guess the Weight of the Watermelon” competition!

The idea was for visitors to pick up and hold the watermelon, guess the weight (in kilos or pounds) and post their answer in the box! The winner with the guess nearest to the correct answer would win a iPad mini.

The competition was a huge success and we received over 500 entries – many people impressed to meet the agency behind the Dental Showcase rebrand. The BDIA’s Tony Reed and Dianne Gettinby dropped by for a chat, and we caught up with our clients Sarah and Alex of Dentists’ Provident .. for whom we have also recently completed a total rebrand project.

Dental Showcase - the watermelon winners!There was only one winner however – Mariea Ince, a Dental Receptionist from Kent, who guessed the exact weight at 6lbs 3oz. Well done Mariea, an iPad mini is on its way!

We were thrilled to learn that readers of BDA News awarded this year’s BDIA Dental Showcase advertising campaign: the winner in the “Highest Attention-Getting Ability” category, winner of the “Highest Believability” category and joint winner in the “Highest Information Value” category. Very well deserved by all involved.

We’d like to thank everyone who visited our stand, and those who entered our competition! It was good to meet you all.

We all agreed the Dental Showcase had been a great fun, fascinating 3 days, providing us with a brilliant opportunity to network with some of the industry’s thought-leaders. We can’t wait for next year!

Check out our work for the BDIA Dental Showcase and Dentists’ Provident at and