GERMS UNDER EXTINCTION by Giusti, J. Walter Thompson Sao Paulo for Listerine

Adsarchive » Promo , Case study » Listerine » GERMS UNDER EXTINCTION

GERMS UNDER EXTINCTION

Pin to Collection
Add a note
Industry Oral Hygiene
Media Promo & PR, Case study
Market Brazil
Agency Giusti
Agency J. Walter Thompson Sao Paulo
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 March 2011

Credits & Description

Category: Best Use of Live Events and/or Stunts
Advertiser: JOHNSON & JOHNSON
Product/Service: LISTERINE
Agency: JWT BRAZIL
Agency: GIUSTI COMUNICAÇÃO
Executive Creative Director/Creative Director: Mario D'andrea (JWT)
Executive Creative Director/Creative Director: Roberto Fernandez (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/Paula Ferrari (JWT)
Art Buyer: Vanessa Nunes/Fafa Oliveira (JWT)
Illustration: Linn Olofsdoter (Möve)
Ilustration: Nando Costa (Möve)
Photographer: Regis Fernandez (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Manager: 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 - 30/03/2011

Summary of the Campaign
Germs Under Extinction by Listerin, a brand that cares of oral hygiene, create an exhibition that nobody ever sees: germs that were extinct by Listerine. This exhibition shows for the first time the germs that lives in your mouth. Metre-sized germs were created for this show that took place at the main malls in Brazil, where more than 28,000 people learned about the history of these germs. All of this to show that none of them survives the power of Listerine.

The Situation
Oral Care is a delicate subject, even more so with kids and teenagers, who are more affected by oral diseases like bad breath and gingivitis. Listerine is the 3rd step in correct dental cleaning, so we have to entertain kids with the importance of Listerine for complete oral care and use a different approach for those who don't read magazines or watch television anymore.

The Goal
Direct kids', teenagers' and their parents' attention to the importance of oral care and the use of Listerine to clean their whole mouth through an exhibition that entertains the target audience.

The Strategy
We put the exhibition in malls where families spend many hours inside and are more likely to enter if there is fun and educational learning to be had. Germs were created to illustrate the oral diseases, a real enemy kids have to fight against when they are doing their oral care. The exhibition will also become part of cultural guides in the cities where it has been placed.

Execution
The exhibition took place in 3 Shopping Malls in Brazil, 2 in São Paulo state and 1 in Rio de Janeiro, staying 2 weeks in each mall from February to March 2011.

The germs were illustrated by 2 famous artists (Nando Costa and Linn Olofsdotter) and then they were constructed by hand by artisans according to the drawings.

To communicate the Exhibition, we used several medias including, newspaper, magazines, social media, radio and internet media. We also made a special presentation for bloggers and journalists, which resulted in a great number of spontaneous media on several blogs and newspaper, making it part of the cultural route of these cities.

Overall, the campaign exceeding our expectations.

Documented Results
More than 28,000 people visited the exhibition and learned about the germs and how they are now extinct.

A lot of students also visited the exhibition with dozens of schools for a funny class in oral care.

The exhibition was part of cities cultural guides on magazines, sites and newspapers along with museums, theatres and other cultural places.

Spontaneous media at sites, blogs, TV shows and radio stations.