Background

Doublemint was collaborating with a famous night club in Shanghai for a project and we had a media opportunity inside the night club.

Describe the creative idea (40% of vote)

If you had bad breath, it would affect your friends around you the most. It would ‘kill’ them.

Describe the execution (40% of vote)

We created a series of 3 fluorescent ink posters that glowed in the dark. The 3 posters featured missiles, swords and baseball bats to represent bad breath and came straight out of the mouth.

List the results (20% of vote)

• Value added to brand Opening up new relevant territories for the brand that’s been owning Meaningful Connection for the young TA. Being in the right location at the right time sharing possibilities to make new connection (friendship/relationship) within the environment. • Value for consumer Reminder on the possibilities of Meaningful Connection and perhaps using the brand as the ice breaker to begin a connection • Reach/cultural impact Opening up to a new occasion or territories to give the brand presence and brand recall. • Sales A new channel for the brand that able to build relevance and good recall. • Achievement against brief 100% achieving the brief to find new sales channels and capabilities to build brand relevance. • Other KPIs None