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.