LISTERINE MOUTHWASH
Monster Mouth
Integrated Media
Art Director: Alex Pierce
The Brief: Sell Listerine mouthwash using traditional media.
Our Solution: We suggested that bad breath makes you appear as a monster, and that Listerine is the antidote.
How It Worked: The insight here is simple - bad breath is distracting to the point of repulsion. People might react to your breath without even listening to what you have to say. After all, if people could smell you but not see you, they would probably assume you were a monster.
We treated this concept literally, and created a Dr Jeckyl and Mr Hide type of story. Our premise is that when you have bad breath, you appear to the world as a monster. To turn yourself back into a human, you must take the antidote, Listerine Mouthwash.
