Lacalut

Double benefit, on the home screen.

  • Toothpaste, Lacalut White & Repair
  • Romania · 2026
  • Smart TV ads, motion
A woman in a red dress smiles and holds up a tube of Lacalut White & Repair, her other hand making a V

Two promises in one name

Lacalut White & Repair carries two promises in its name: white and repair. The Romanian line for it says the same thing in four words, “Beneficiu dublu pentru dinții tăi!”, a double benefit for your teeth.

The campaign was made for LG Smart TV home screens. The formats there are fixed and small: a 300 x 250 tile, a 970 x 250 strip, a 1440 x 1080 wedge with a slanted edge.

One picture had to work in all of them, still and in motion.

Red and white, split down the middle

The layouts borrow the logo's own colours. Red carries the line, white carries the name, and the woman in the red dress links the two. Every format is cut from that one picture.

4 formats from one picture: tile, strip, wedge and a 15-second banner Drop for more
Smart TV ads

Three still formats for LG home screens. The 300 x 250 home launcher stacks two rows: the double benefit in white on red over the tube, then the logo on white with the same smile. The 970 x 250 banner runs face, line and logo in one strip. The wedge folds it all into a slanted card.

  • Home launcher
  • Banner
  • Wedge
The home launcher: on top the woman with the tube and the line Beneficiu dublu pentru dinții tăi! on red, below the Lacalut white & repair logo on white
The wedge: a tall slanted card with the woman, the tube, the logo and lacalut.ro
Home launcher, 300 x 250, and wedge, 1440 x 1080
The banner: the woman with the tube on the left, a red tag with the line, the logo on the right
Banner, 970 x 250
In motion

A 15-second animated banner, 1920 x 496. The logo and the line stay on the left, a QR code and lacalut.ro on the right. In the middle the woman smiles, holds up the tube, and a white texture carries the second line: “Pentru dinți sănătoși, puternici de un alb natural.”

  • Animated banner
  • 15 seconds
  • 1920 x 496
15 seconds, on loop
Thewebsite

lacalut.ro brings the whole range onto one page. A red bar holds the menu, two ways into the same products: Produse, by kind, and Îngrijire orală, by need, each need pointing to its line, from “Gingii sănătoase” to LACALUT® aktiv, down to “COPII” and LACALUT® KIDS. The page opens on “Experiență de peste 100 de ani în îngrijirea orală” beside a family photo. Then the products, in red bands: Pastă de dinți, with the new LACALUT® PURE in a frame of its own, Apă de gură, Cremă adezivă, Accesorii. Every product sits on the same grey card, the need in blue above the name in red. “Gama pentru copii” closes the page on a white field of drawn teeth, tubes and brushes.

  • Website
  • UX/UI design
  • Desktop and mobile
  • Navigation

Thehome page

The lacalut.ro page, scrolling
The lacalut.ro page on a phone, scrolling
lacalut.ro from the first screen to the footer, on desktop and phone.

Section bysection

The Îngrijire orală menu open: nine needs, each with an arrow to its line, from Gingii sănătoase to LACALUT® aktiv to COPII to LACALUT® KIDS
PRODUSE, then the red Pastă de dinți band and LACALUT® PURE in a red frame marked NOU: three tubes, Herbal, White and Calcium, on grey cards
The toothpastes: LACALUT® aktiv on a wide card, then six cards in a grid, sensitive, white, protecție anticarie, flora, multi-effect and black & white
Gama pentru copii: a boy brushing his teeth beside the logo, on a white field of drawn teeth and tubes, then LACALUT® Baby, 0-2 years, with its toothpaste and brushes
The menu by need, LACALUT® PURE, the toothpastes and the children's range

Fourscreens

The first screen on a phone: the logo, the menu icon, the line in red and black and the family photo
PRODUSE on a phone: the Pastă de dinți band, a Comandă acum button and the LACALUT® PURE frame
Apă de gură on a phone: four bottles of LACALUT® apă micelară on a grey card
Gama pentru copii on a phone: the boy with his toothbrush, the logo and LACALUT® Baby
The first screen, the toothpastes, the mouthwashes and the children's range, at 390 px wide

One picture, cut into every format the screen asks for, still and in motion.

The Lacalut White & Repair tube

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