Listerine Design & Branding GERMS UNDER EXTINCTION by J. Walter Thompson Sao Paulo

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Industry Oral Hygiene
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Fabio Miraglia, Mario D`andrea, Roberto Fernandez David
Art Director Christian Faria, Guilherme Sakosigue | Pedro Galdi | Roberto Fernandez
Copywriter Luiz Filipin, Marlon Zanatti
Photographer Regis Fernandez
Account Supervisor Yves Rodrigues, Carla Magro | Priscila Arakelian, Bruno Yantob
Released November 2011

Credits & Description

Category: Public Spaces
Product/Service: LISTERINE
Executive Creative Director: Mario D'Andrea (JWT)
Executive Creative Director: Roberto Fernandez (JWT)
Crative Director: Erick Rosa (JWT)
Copywriter: Luiz Filipin (JWT)
Copywriter: Marlon Zanatti (JWT)
Art Director: Guilherme Sakosigue (JWT)
Art Director: Christian Faria/Pedro Galdi (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Vanessa Nunes (JWT)
Illustration: Linn Olofsdoter (Möve)
Ilustration: Nando Costa (Möve)
Photographer: Regis Fernandez (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Manager/Account Supervisor: Luciana Rodrigues (JWT)
Account Supervisor: Bruno Yantob/Priscila Arakelian (JWT)
Account Supervisor: Carla Magro/Yves Rodrigues (JWT)
Graphic Producer: Fabio Sato (JWT)
Planner: Ken Fujioka (JWT)
Planner: Caio Delmanto (JWT)
Planner: Rafael Prieto (JWT)
Media placement: Exhibition Show - Galeria Soma, Shopping Morumbi, Barra Shopping - 30 November 2011

Describe the brief from the client
The brief was how to tell people that Listerine kills 99.9% of the germs that cause bad breath and gingivitis, and communicate the 3 steps of the oral cleaning.

Describe the challenges and key objectives
We transform a boring subject in a funny exhibition, with high appeal to kids and teenagers: an age when they are more affected by oral diseases. We made an interactive exhibition with large-scale germs to show how they live in mouth, and tell the history of their extinction by Listerine.

Describe how you arrived at the final design
To fulfil the brief, we created 'The Extinction Of Germs', and exhibition to showcase all the germs made extinct by Listerine. We created it as if it was a dinosaur’s exhibition, with all the elements that we can find in a real exhibition, like old arms, videos, explanations and of course, the germs at a magnified size. To complete this task we hired graphic artist to help us design the final form of the germs, and construct them as if they were real.

Give some indication of how successful the outcome was in the market
More than 28,000 people visit the exhibition and learned about the germs, and how they came to be extinct. A lot of students also visited the exhibition with their schools in a funny class of oral care.