ONG Design & Branding TOMORROW IN A BOX by J. Walter Thompson Sao Paulo

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Industry Public awareness
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Fernandez David, Roberto Rezende
Art Director Andrea Pissarro, Felipe Cretella, Angela Bassichetti | Rodrigo Adam | Vitor Veras
Copywriter Leandro Pinheiro | João Braga | Fabio Maca
Producer Agencia Casa, Forma
Account Supervisor Carla Magro | Adriana Assumpção, Carla Magro | Priscila Arakelian
Released April 2012

Credits & Description

Category: Online Digital Design
Product/Service: ONG FLORESCER
Executive Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Copywriter: Leandro Pinheiro (JWT)
Art Director: Rodrigo Adam (JWT)
Art Director: Felipe Cretella (JWT)
Art Director: Andrea Pissarro (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Paula Ferrari (JWT)
Digital Producer: Rodrigo Alberini (JWT)
Account Manager: Luciana Rodrigues (JWT)
Account Supervisor: Carla Magro (JWT)
Account Supervisor: Adriana Assumpcao (JWT)
Producer: Forma (Forma)
Producer: Agencia Casa (Agencia Casa)
Sound Producer: Mellancia (Mellancia)
Photographic Producer Assistant: Gabriela Arieira (JWT)
Media placement: Digital - Website/Florescer NGO - 26 April 2012

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 educate about the 3 steps of oral cleaning.

Describe the challenges and key objectives
We transformed a boring subject, in a funny exhibition, with high appeal to kids and teenagers: an age where they are more affected by the oral diseases. An interactive exhibition with large scale germs 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 hosted an exhibition, ‘The Extinction Of Germs’ an exhibition of germs made extinct by Listerine. This was made 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 artists to help us design the final form of the germs, and constructed 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. Many students also visited the exhibition with their schools in a funny class of oral care.