THE WORST BREATH IN THE WORLD by Ogilvy Paris for Tic-tac

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THE WORST BREATH IN THE WORLD

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Industry Candies
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market France
Agency Ogilvy Paris
Released June 2012

Awards

Cannes Lions 2012
Outdoor Lions Stunts & Live Advertising Silver

Credits & Description

Type of entry: Ambient
Category: Stunts & Live Advertising
Advertiser: FERRERO
Product/Service: TIC TAC
Agency: OGILVY FRANCE Paris, FRANCE
Advertiser FERRERO
Product TIC TAC
Entrant OGILVY FRANCE Paris, FRANCE
Type of Entry: Ambient
Category: Stunts & Live Advertising
Title: THE WORST BREATH IN THE WORLD
Advertiser/Client: FERRERO
Product/Service: TIC TAC
Entrant Company: OGILVY FRANCE Paris, FRANCE
DM/Advertising Agency: OGILVY FRANCE Paris, FRANCE


Description of Ambient execution
To put Tic Tac back on people’s radars in France we created the first ever fainting flash mob. In a town square in the French town of Rouen, an actor asks innocent passers-by for directions. When the pedestrians start to give directions everyone in the town square and the city of Rouen faints! Eventually it becomes clear that the problem is bad breath. The video is approaching 3,000,000 views on YouTube and is currently one of the most shared videos in France. And while it made an entire city faint, it has also revived local pride and Tic Tac’s ‘cool’.