Art Director: Dylan Wells
Copywriter: Michael Whelan
Brief: Get consumers to add Listerine Mothwash to their daily dental routine
Concept: Don't let bad breath hold you back
Throughout your day there will always come a time when some form of face-to-face interaction will happen. To some this is welcome; to others the thought of getting close to someone, is scary, because they have bad breath!
Our task was to get people to add Listerine Mouthwash to their daily dental routine. We did so by showing them the negative effect of having bad breath and how it can hold you back.
Print:
Body Copy:
There will always come a time during your day when you will get close to someone. Whether it's at a business meeting or trying to get that special someone home after a night out. The one thing you don't want joining you, is bad breath. Use Listerine for 24-hour complete protection from germs that cause bad breath.
Ambient Bus Stop:
The ambient posters will be set up on bus stops at different locations around town. The image will invite the public to walk closer to take a proper up-close look at the copy. We did this to extend our message that bad
breath can hold you back.
Copy: At this distance, the only thing holding you back is your breath.
Promotional Ruler:
The promotion ruler will be placed in stores on the Listerine bottles. The ruler will be a tool for people to gauge at what distance their breath has an effect on people.
App:
The online element to the campaign takes the form of an online game/app. The game uses Listerine packs to keep your character’s breath smelling fresh so he can eat all the berries. It is similar to that of Pacman.
After playing they are required to enter in their details to stand a chance to win a limited edition Listerine Hamper.
Radio Spot:
Title: Night Out
MVO1: (Amping himself for the night) Keen for this, all the boys under one roof again, will be a good night. I’m looking fresh. Let’s do this.
SFX: Ding Dong
MVO2: Ah, Johno my boy! (Loud Elated Tune). Good to see you, man! Thanks for pulling in, help yourself to drinks and snacks. All the boys are in the back.
MVO1: Cool, thanks a lot, man. (Quiet and timid tone)
MVO3: Johno! Come boy, chest bump! Chest bump!
(Loud elated tone)
MVO1: Errrr nnnooo. Sorry boy, next time.
FV01: Hey John. How are you? (Loud elated tone).
MVO1: I’m good and y..
FV01: (She interrupts him before he can finish) Lovely John. Okay, so there is a girl here that I want to introduce you to. She thinks you are cute. (High pitched tone)
MV01: Okay, yah... err, maybe later. Just, um, need a drink first. Little thirsty. (Quiet and timid tone)
FVO1: No, don’t be silly! You can get a drink later!
MVO1: Err, no, sorry. Bye (He rushes off mid sentence)
ANNCR: Don’t let bad breath hold you back. Listerine Mouthwash for added confidence and fresher breath.
Television:
Television:
