| Title | FLIPBOOK WITH BAD BREATH |
| Brand | JOHNSON & JOHNSON |
| Product / Service | LISTERINE |
| Category | A01. Mailings |
| Entrant | JWT HONG KONG, HONG KONG |
| Entrant Company: | JWT HONG KONG, HONG KONG |
| DM/Advertising Agency: | JWT HONG KONG, HONG KONG |
| 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 |
| Jason Lam | Jwt Hong Kong | Art Director |
| Axel Lam | Jwt Hong Kong | Associate Art Director |
| Phoenix Law | Jwt Hong Kong | Assocaite Account Director |
| Jimmy Pong | Jwt Hong Kong | Production Manager |
| Henry Lim | Jwt Hong Kong | Assoicate Creative Director |
| Jacky Lam | Retoucher | |
| Johnathan Wong | Photographer |
To convey the message that Listerine effectively eliminates bacteria and bad breath after each meal, targeting both new and existing customers in general.
Bad breath is one the most embarrassing issues for people when they socialize. We wanted to bring this experience to life through the flipbook. We tried to emphasize how a disastrous bad breath can ruin your social life and how Listerine can help you to solve the problem that no other competitors in the market have ever tried before. To induce trial, at the back of the flipbook is a coupon where people can redeem a free sample bottle of Listerine.
We decided to share this with people in a fun and engaging manner by creating a DM flipbookÂ…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. To induce trial, at the back of the flipbook is a coupon where people can redeem a free sample bottle of Listerine.
Redemption rates shot through the roof at 66%. We created a refreshing way for people to stay fresh.