FEEL EVERY SMILE - SOCIAL CONTENT/APP
Listerine had a new product that whitened teeth. Apparently with whiter teeth you’re more confident in your smile. The initial brief was about how the product whitens, but we felt smiles and their benefits were more interesting. Research showed smiles have a profound effect on ourselves and others. It can make you seem more attractive, happier and be highly contagious - one thought stuck out… if you can’t see a smile (or never have) are you missing out on the benefits? Initially we interviewed blind people about missing out on smiles, then the idea of creating something so they could “see” someone smiling came up. So we built something. And it only bloody worked.
Role: Creative Director
Agency: JWT
Dir: Lucy Walker