During the May 2016 Philippine Elections, social media became a toxic place with all the hateful and negative comments being thrown around by the candidates and their supporters. With so much dirt and bad stuff coming from people’s mouths, it was time to use Listerine. Listerine Rinse the Hate is a campaign that asked Filipinos to start fresh, start clean, and move on from the hateful expressions said during the election period.
And after the elections, the campaign continued on, rinsing the hate expressed daily — from the bitterness of Singles’ Day, to the stress of the Christmas rush, and to other topical events. So bit by bit, in its own little way, there will be less hate in the world.
J. Walter Thompson Philippines
Chief Creative Officer: Dave Ferrer
Executive Creative Director: Brandie Tan
Creative Director: Enzo Cruz
Senior Art Director: Elvin Villar
Copywriter: Albert Millar
Art Director: Chelsea Ortega
Art Director: Alyssa Babasa
Copywriter: Mich Guerrero
Copywriter: Meggie Manago
Animators: Alyssa Babasa, Joann Burton, Val Medina
