Communication in the dental hygiene category was filled with clichés of scientific explanations of why one particular mouth was more effective than the other. Our challenge was to simply break through the clutter. With the Listerine campaign, we decided to use humour as a device and showed exaggerated benefits of a clean mouth. Using illustration and copy, we charmed the reader into agreeing that ‘A clean mouth is well-received’ and that Listerine is the best way to have a clean mouth.
Cop
Cubicle
Sofa
Doctor
Agency: JWT Singapore
Art Director: Thomas Yang
Copywriter: Joji Jacob
Illustrator: Andrew Tan (Drewscape),
Typographer: Celeste Anning