Listerine

Listerine had a new product that whitened teeth - Advanced Whitening. Research showed with whiter teeth you’re more confident in your smile. They have a profound effect on ourselves and others. It can make you more attractive, happier, and be highly contagious. We turned the brief from a ‘tell the product benefit’, into a more interesting emotional end benefit of product. One thought popped up… if you can’t see a smile (or never have) are you missing out on all those benefits?
Initially we interviewed blind people about missing out on smiles, then the idea of creating something so they could “see” a smile came up. So we built an app, and not only did it bloody work, it was approved by the RNIB. Oscar nominated director Lucky Walker got on board to film people using it for the first time.