| Title | POODLE |
| Brand | LG HOUSEHOLD & HEATHCARE |
| Product / Service | ORAL CARE |
| Category | A06. Pharmaceuticals, Beauty Products, Cosmetics & Toiletries |
| Entrant | HS AD Seoul, SOUTH KOREA |
| Entrant Company: | HS AD Seoul, SOUTH KOREA |
| Advertising Agency: | HS AD Seoul, SOUTH KOREA |
| Name | Position |
|---|---|
| Bo Hwang | Chief Creative Officer |
| Stephen Prior | Executive Creative Director |
| Peter Moyes/Tayl Chung | Copywriter |
| Jihyun Song/Caleb Lee | Art Director |
Title: Dog Breath LG Household & Healthcare PERIOE Mouthwash Mission: Introduce the mouthwash solution from Perioe, LG’s dental care product brand. Idea: The term “dog breath” has the same connotation in the Korean culture as in the Western one. The basic idea was to show people with their mouth area looking like dogs’. By matching portraits of two difference species in a meticulous way, we were able to create amusing images that grab attention and communicate the extreme case of halitosis wittily.