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2023 One Show - Interactive, Online & Mobile

Breathcalypse by Listerine

Agency Wunderman Thompson / São Paulo + Johnson & Johnson / São Paulo + 3C Gaming + Satelite Audio

Client Listerine


Gaming / Online

Annual ID


About the Work

Germs, plaques, gingivitis. The oral health category is pretty dull. There is no bold strategy to give more relevance to the product. To break all this boredom, we set out to be game changers: we delivered Listerine’s message by proving to the gamer community – an important target to the brand – that something as simple as a bad breath can start a whole apocalypse. So, we created the BREATHCALYPSE. Listerine changed the dynamics of the gameplay of Brazil’s biggest virtual city - the city of Complexo - and one day everyone woke up with bad breath… It affected all players, causing foggy vision, low blood pressure, and even tremors. It was a real mess. The solution? Finding Listerine around town. Without realizing it, millions of people learned about oral health… And actually had fun doing so for 30 days living in the Breathcalypse. We achieved APOCALYPTIC RESULTS: 170.000 LISTERINES USED in the game; 400.000 MINUTES streamed with brand presence; 340% MORE BRAND STORE SALES in real life; At least 800 SPONTANEOUS LIVES about the action; And more than +50 Million views; Resulting in a total of 5 MILLION IN EARNED MEDIA So, forget about zombies, aliens or artificial intelligence. A simple bad breath can cause a true apocalypse.

2023 Awards

Total Points: 3




Wunderman Thompson / São Paulo

Client / Brand

Johnson & Johnson / São Paulo

Production Company

3C Gaming

Music / Sound Production Company

Satélite Audio

Chief Creative Officer

Keka Morelle
Paulo Aguiar

Director of Photography

Walter Zucchini Jr.

Executive Producer

Carol Pimentel


George Gomes


Stephan Natal

Account Director

Camilla Marcondes

Account Supervisor

Bárbara Costa Pinto

Photography Director

Walter Zucchini Jr.

Project Manager

Luiz Cobalchini

Strategy Director

Diana Junqueira

Account Assistant

Gabriel Pereira

Account management

Igor Felício
Rayanne Lourenço

assistant producer

Marjorie Burjato
Bianca Pacheco

Brand Communications Senior Analyst

Gisella Aguiar

Broadcast Engineer

Nykolas “Wokin” Costa

Broadcast Operator

Everton "Shino" Barbosa


Marcelo Trivilato


Renan Philip

Communications Manager, Brand PR & Public Affairs

Priscilla Barone

Content Director

Samantha Prado

Content Director:

Mariana Hasselmann

Content Manager

Nathalie Ferreira

Content Supervisor

Mariah Villanova


Stella Pirani

Customer Service

Fernanda Costa, Renata Schincariol, Daniel Chasin

Digital Marketing Coordinator

Marina Leitão

Director of Marketing & Connected Commerce

Tomas Bouthemy

Edits & Motion

Santa Edit

Executive Business Director

Ticiana Gomes


Julio Cesar


Carla Cornea, Vithor Moraes, Ian Sierra, Arthur Dossa, Renan Marques

Finishing Assistant

Alexandre Avicena

Head of Communications & Public Affairs

Roberta Catani

Head of Media

Martin Zanlungo
Taís Trevisol

Head of Operations & Project Management

Hugo Martins

Head Of Production

Michel Gubeissi

Marketing Analyst

Nelson Kadubickei

Media Coordinator

Augusto César

Media Manager

Fernanda Galdino
Bruna Feco

Music Production

Roberto Coelho, Hurso Ambrifi, Thiago Colli, Mike Vlcek, Charly Coombes, Koitty

Musical Direction

Roberto Coelho, Kito Siqueira, Hurso Ambrifi

Post-Production Coordinator

Dani Galletta


Hellen Araujo
Suellen Ciriaco
Ana Dettilio
Bruna Sion
Bruno Nogueira
Luiza Cirino

PR Director

Vivian Zeni

Project Management

Orlando Nascimento

Senior Assistant Brand Manager

André Zanetti

Senior Brand Manager:

Gustavo Miranda

Social e Influence

Amanda Ramos
Beatriz Amorim
Erika Daykem
Fernanda Tavares
Tatiana Katibian
Thaís Marques

Social, Content & Influence Director

Mariana Hasselman

Strategy Assistant

Nathalia Cristina

Strategy Manager

Renata Nappi

Strategy Supervisor

Mansur Atique


Hylan Dias


Jason Birmingham

Voiceover Producer

Oliver Dherte

VP Marketing

Daniella Brissac

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