The One Show
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Category
Gaming / Online
Annual ID
OS23_IN060M
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
Merit
Credits
Agency
Wunderman Thompson / São Paulo
Client / Brand
Johnson & Johnson / São Paulo
Production Company
3C Gaming
Music / Sound Production Company
Satélite Audio
Art Director
Maicon Gomes
Lucas Pinheiro
Copywriter
Lucas Durães
Giovanna Cartapatti
Lucas Munhoz
Chief Creative Officer
Keka Morelle
Paulo Aguiar
Creative Director
Alvin Shiguefuzi
Sabrina Villar
Lucas Pinheiro
Director of Photography
Walter Zucchini Jr.
Executive Producer
Carol Pimentel
Illustrator
George Gomes
Producer
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
Business:
Marcelo Trivilato
CEO
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
CSO
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
Filmmaker
Julio Cesar
Finishing
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
PR
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
Technician
Hylan Dias
Voiceover
Jason Birmingham
Voiceover Producer
Oliver Dherte
VP Marketing
Daniella Brissac
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