Sirius Ceramics is an internationally leading producer for dental tooling. Major parts of their revenue and customer interaction is generated on yearly product fairs. On these fairs companies holds product presentations that explain functions and usability of their products. However, with the years a competition between keynote speakers arose. Apparently, the company with the keynote that received the biggest attention would later also sell the most products.


As everyone knows, people do not buy products. People buy emotions. When it comes to economical decisions, people tend to be blinded by their feelings. We used this basic principle and told the true story of Salima El Bachiri, a customer of Sirius Ceramics, with a video that was tailored for the keynote. Imagine you are ashamed of your smile. The teeth have a bigger impact on one’s personality than we might think!