CLEAN START

TitleCLEAN START
ClientJOHNSON & JOHNSON PHILS.
Product / ServiceLISTERINE
CategoryA02. Digital Illustration
EntrantJ. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES
Idea Creation J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES
Production J. WALTER THOMPSON PHILIPPINES Makati City, THE PHILIPPINES

The Campaign

Listerine Clean Start uses hand-drawn mouth illustrations to remind people to rinse away their hateful words on social media. For each post, unique mouth designs were crafted following certain holidays or trending topics as themes. Each featured mouth talked about the usual words of hate thrown around during its corresponding holiday or event to catch people’s attention. But to counter the negativity, the mouths also showed how to move forward from hate towards a clean start. These posts were crafted for Instagram and Facebook in order to reach people through a channel they frequented. This digital campaign also aimed to be right where the hate was being expressed in order to contribute the message of a clean start in a relevant and timely manner.

Creative Execution

All of the mouth illustrations were crafted based on certain holidays and events that draw hate from social media. Every mouth was a unique character and design, and all the messages were in handwritten typography to reflect the current and personal statements of hate commonly thrown around online. The mouth illustrations always started with the hateful words or sentiments that needed rinsing, and concluded with an action that will lead to a clean start. The posts were uploaded on Instagram and/or Facebook as the discussions on certain holidays were still ongoing in order to be relevant in Listerine’s call for a clean start. All the illustrations were aggregated into an Instagram feed that people can go back to and see the different ways to have a clean start for every event.

Credits

Name Company Position
Dave Ferrer J. Walter Thompson Philippines Executive Creative Director
Lorenzo Cruz J. Walter Thompson Philippines Associate Creative Director/Copywriter
Elvin Villar J. Walter Thompson Philippines Senior Art Director
Albert Millar J. Walter Thompson Philippines Copywriter
Chelsea Ortega J. Walter Thompson Philippines Illustrator
Michelle Guerrero J. Walter Thompson Philippines Copywriter
Alyssa Babasa J. Walter Thompson Philippines Art Director
Meggie Manago J. Walter Thompson Philippines Copywriter
Val Madina J. Walter Thompson Philippines Animator
Joann Burton J. Walter Thompson Philippines Animator
Pat Cui J. Walter Thompson Philippines Senior Account Manager
Brandie Tan J. Walter Thompson Philippines Executive Creative Director
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