Listerine Print Advertising
The brief was to conceptualise a print campaign for one of Listerine's mouthwash products. I decided upon "Listerine Advanced White".
The purpose of this campaign is to bring attention to the subtle racist attitudes that are perpetuated by white South Africans. The copy itself without the tagline comes across as racist, but the addition of the tag line “for a smile whiter than this” flips it on its head and reveals that the campaign is actually mocking these attitudes rather than promoting them. The campaign aims to bring to light common phrases that are frequently used by white South Africans. These statements are not overtly racist but expose an embedded casual racist attitude. The campaign has a humorous tone and does not aim to offend but rather to entertain the viewer, allowing South Africans to laugh at themselves (and addressing a serious social problem) while communicating the very clear benefits of Listerine Advanced White mouthwash
The campaign was also translated into Afrikaans for awards purposes
Credits
Graphic designer: Bianca Theron
Illustrator: Connor Holyoake
Translator: Mila Serfontein
