Listerine: Flipbook with Bad Breath by J. Walter Thompson Hong Kong for Listerine

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Listerine: Flipbook with Bad Breath

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Industry Cosmetics & beauty products, Oral Hygiene, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Hong Kong SAR China
Agency J. Walter Thompson Hong Kong
Associate Creative Director Henry Lim, Bobby Chiu
Executive Creative Director Sly Song
Art Director Jason Lam
Photographer Johnathan Wong
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: JOHNSON & JOHNSON
Product/Service: LISTERINE
Agency: JWT HONG KONG
Executive Creative Director: Sly Song (JWT Hong Kong)
Group Creative Director: Barbara Fu (JWT Hong Kong)
Associate Creative Director: Bobby Chiu (JWT Hong Kong)
Associate Creative Director: Henry Lim (JWT Hong Kong)
Associate Art Director: Axel Lam (JWT Hong Kong)
Assocaite Account Director: Phoenix Law (JWT Hong Kong)
Production Manager: Jimmy Pong (JWT Hong Kong)
Photographer: Johnathan Wong
Retoucher: Jacky Lam
Art Director: Jason Lam (JWT Hong Kong)
Media placement: Direct Mail - Residential Area - 6 Sep 2011
Media placement: Guerilla Marketing - Ambience - 6 Sep 2011

Describe the brief from the client
To convey the message that Listerine effectively eliminates bacteria and bad breath after each meal, targeting both new and existing customers in general.

Describe the challenges and key objectives
Bad breath is one the most embarrassing issues for people when they socialise. We tried to emphasise how a disastrous bad breath can ruin your social life, and how Listerine can help you to solve the problem. To inspire trials, at the back of the flipbook is a coupon where people can redeem a free sample bottle of Listerine.

Describe how you arrived at the final design

We decided to share this with people in a fun and engaging manner by creating a DM flipbook, with a slight twist. Special technology was used to add an onion-flavoured scent to the flipbook. Once people flipped through it, it would appear as if the sexy woman in the book has strong onion breath when she spoke.

Give some indication of how successful the outcome was in the market
Redemption rates shot through the roof at 66%. We created a refreshing way for people to stay fresh.