FLIPBOOK WITH BAD BREATH

TitleFLIPBOOK WITH BAD BREATH
ClientJOHNSON & JOHNSON
Product / ServiceLISTERINE
CategoryA05. Publications
EntrantJWT HONG KONG, HONG KONG
Entrant Company:JWT HONG KONG, HONG KONG
Design/Advertising Agency:JWT HONG KONG, HONG KONG

Brief Explanation

Bad breath is one the most embarrassing issues for people when they socialize. We tried to emphasize how a disastrous bad breath can ruin your social life and how Listerine can help you to solve the problem. To induce trial, at the back of the flipbook is a coupon where people can redeem a free sample bottle of Listerine.

The Brief

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

How the final design was conceived

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-flavored scent to the flipbook. Once people flipped through it, it would appear as if the sexy woman in the book has a strong onion breath when she spoke.

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.

Credits

Name Company Position
Sly Song JWT Hong Kong Executive Creative Director
Barbara Fu JWT Hong Kong Group Creative Director
Bobby Chiu JWT Hong Kong Associate Creative Director
Henry Lim JWT Hong Kong Associate Creative Director
Axel Lam JWT Hong Kong Associate Art Director
Jason Lam JWT Hong Kong Art Director
Phoenix Law JWT Hong Kong Assocaite Account Director
Jimmy Pong JWT Hong Kong Production Manager
Johnathan Wong Photographer
Jacky Lam Retoucher