According to Y&R New Zealand and The Sweet Shop, asking parents to complete one more task, on a twice-daily basis, is a stretch at best. The two paired up for this campaign for Health Promotion Agency and Ministry of Health, to create a campaign using the tooth fairy, a character normally used to teach children about dental hygiene. The campaign aims to help children's oral health, because over 29,000 children having their teeth extracted last year alone in New Zealand, according to Y&R. CreditsAgency: Y&R NZCCO/CEO: Josh MooreManaging Director, Wellington: Tim EllisExecutive Creative Director: Tim HuseCreative Directors: Guy Denniston and Gavin SiakimotuHead of Production: Liz RosbyAccount Director: Carmen SellwoodAccount Manager: Scarlett AldridgePlanners: Jono Key and Nic WinsladeSenior Media Planner: Kate ThomsonProduction company: The Sweet ShopManaging Director: Fiona KingProducer: Andy MaugerDirector: Damien ShatfordDOP: Andrew StroudProduction Manager: Nicky SimesPost Production Offline: The Sweet Shop by Damien ShatfordOnline Operator: Stu BedfordGrade: Dave Gibson @ PalacePost Production Online: Mat Elin @ Palace