Reach Outdoor GRASS AT SIDEWALKS by J. Walter Thompson Sao Paulo

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GRASS AT SIDEWALKS

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Industry Oral Hygiene
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Roberto Fernandez
Creative Director Gustavo Costi
Art Director André Petrini
Copywriter Fernando Christo
Photographer Regis Fernandez
Illustrator Bruna Guerreiro
Released October 2011

Credits & Description

Category: Small Scale Special Solutions
Advertiser: JOHNSON & JOHNSON
Product/Service: REACH
Agency: JWT BRAZIL
Executive Creative Director: Roberto Fernandez | Ricardo John
Creative Director: Rodolfo Amaral | Ricardo Marques | Gustavo Costi
Copywriter: Fernando Christo
Art Director: André Petrini
Photographer: Régis Fernandez
Illustrator: Bruna Guerreiro (6 E Meia)
Art Buyer: Renata Sayao | Paula Ferrari
Account Supervisor: Carla Magro | Bruno Yantob | Gustavo Nobre | Yves Rodrigues
Advertiser's Supervisor: Eduardo Siqueira
Account Manager: Fernanda Antonelli |luciana Rodrigues
Planner: Fernand Alphen | Patrice Lamiral | Luiza Madeira
Account Manager: Fernanda Antonelli |luciana Rodrigues
Planner: Fernand Alphen | Patrice Lamiral | Luiza Madeira
Other Credits: Editor: Felipe Madureira | Graphic Producer: Flávio Schaefer | Flavio Colella | Maira Chinaglia
Ambient Execution Description
The action was carried out in 10 sidewalks throughout São Paulo. We took advantage of the little weeds that grow between the stones and painted the sidewalks with faces of the characters by illustrator Bruna Guerreiro. We made it look like the weeds were food trapped between the teeth of the characters. The illustrations were all done at once on a single day in sidewalks with large circulation.
How can we show the awkward sensation caused by the sight of food between teeth? Little grass grow everywhere at sidewalks, so we used this environment to promote the dental floss Eco Reach. Faces were painted on the sidewalks,
leaving the little grass between people´s teeth.