Description
Johnson & Johnson Consumer Health is embracing the metaverse with a game-themed activation for its LISTERINE® antiseptic mouthwash brand, created by Wunderman Thompson Brazil.
The campaign, which launched across Brazil and which runs for one month, features a game called ‘Breathcalypse’, which simulates real life. The online and open world game takes place in the city of Complexo within the metaverse, where people create their own characters, live in a community and interact with one another.
In the game, players wake up with green smoke coming out of their mouths, with this smoke representing bad breath. Those players who are around people with bad breath will see their stress levels gradually increasing, making their vision blurry and causing a bad breath apocalypse. By searching for LISTERINE® within the game, which is available in pharmacies and vending machines throughout the virtual city and by using the product, players can ward off bad breath.
As well as making use of innovative technologies such as the metaverse, LISTERINE® brought a novel element to the campaign launch, with the inclusion of an in-game comedy show featuring Brazilian actor and comedian Fábio Porchat, a LISTERINE® brand ambassador. The comedy show could be viewed only on the day of the launch (25th October), by all the players present in the city on that day. Those who successfully warded off bad breath on that day were able to watch Fábio Porchat's comedy show. The show featured skits built to convey key brand and category messages within the region.
At the same moment that LISTERINE® was revealed to be the solution to ‘Breathcalypse’, messages were sent to all the players in the city explaining the cause of the problem. This message was transmitted in a playful way in the metaverse and in text/video format in city newspapers.
To generate anticipation ahead of the campaign launch, the comedy show was advertised inside the game on billboards, and Porchat published a teaser video creating his avatar.
This professional campaign titled 'Breathcalypse' was published in Brazil in October, 2022. It was created for the brand: Listerine, by ad agency: Wunderman Thompson Brazil. This Integrated medium campaign is related to the Household Products industry and contains 1 media asset. It was submitted over 1 year ago.
Credits
Client Name: Johnson & Johnson Consumer Health
Brand: LISTERINE®
VP Marketing: Daniella Brissac
Head of Media: Martin Zanlungo
Head of Marketing: Sabrina Tichauer
Head of Media: Taís Trevisol
Head of Communications and Public Affairs: Roberta Catani
Director of Marketing and Connected Commerce: Tomas Bouthemy
Digital Marketing Coordinator: Marina Leitão
Senior Brand Manager: Gustavo Miranda
Senior Assistant Brand Manager: André Zanetti
Marketing Analyst: Nelson Kadubickei
Communications Manager, Brand PR and Public Affairs: Priscilla Barone
Brand Communications Senior Analyst: Gisella Aguiar
Agency: Wunderman Thompson Brazil
Chief Creative Officer: Keka Morelle
Creative Director(s): Alvin Shiguefuzi, Sabrina Villar
Art Director(s): Maicon Gomes
Copywriter(s): Lucas Durães
Illustrator: George Gomes
Production: Wunderman Thompson
Head of Production: Michel Gubeissi
Project Management: Orlando Nascimento, Luiz Cobalchini
GAME DEVELOPMENT
Production: 3C Gaming
CEO: Renan Philip
CCO: Paulo Aguiar
Creative Director: Lucas Pinheiro
Art Director: Lucas Pinheiro
Copywriter: Lucas Munhoz, Giovanna Cartapatti
Business: Marcelo Trivilato
Account Management: Rayanne Lourenço, Igor Felício
Head of Operations and Project Management: Hugo Martins
Producer: Stephan Natal
Tráfego: João Pedro Bezerra
Assistant Producer: Bianca Pacheco
Technician: Hylan Dias
Broadcast Engineer: Nykolas “Wokin” Costa
Broadcast Operator: Everton “Shino” Barbosa
I.T. Manager: Rafael Souza
Photography Director: Walter Zucchini Jr.
Illumination Assistant: Marcelo dos Anjos
Moderator: Thiago Hass
Teleprompter: Flavio Neto de Almeida
Teleprompter Operator: Luis Henrique Uchoa
Filmmaker: Julio Cesar
Video Production
Production: Wunderman Thompson Production
Executive Producer: Carol Pimentel
Post Production Coordinator: Dani Galletta
Edits & Motion: Fernando Lamb, Sergio Mendes, and Rui Barbosa
Audio Producer: Oliver Dherte
Voiceover: Renet Lyon (BR) and Jason Birmingham (Global)
Executive Business Director: Ticiana Gomes
Account Director: Camilla Marcondes
Account Supervisor: Bárbara Costa Pinto
Account Assistant: Gabriel Pereira
Chief Planning Officer: Stella Pirani
Strategy Director: Diana Junqueira
Strategy Manager: Renata Nappi
Strategy Supervisor: Mansur Atique
Strategy Assistant: Nathalia Cristina
Media Manager: Fernanda Galdino
Content Director: Mariana Hasselmann
Content Manager: Nathalie Ferreira
Content Supervisor: Mariah Villanova
Influencer Marketing Director: Samantha Prado
Communications Director: Vivian Zeni
Brand and PR: Suellen Ciriaco and Hellen Araújo
PR Loures: Bruno Nogueira, Luiza Cirino, Ana Dettilio, Bruna Sion
Media Manager J3: Bruna Feco
Media Coordinator J3: Augusto César
Social e Influence Spark: Tatiana Katibian, Fernanda Tavares, Amanda Ramos, Thaís Marques, Beatriz Amorim, Erika Daykem
