BREATHCALYPSE

BY LISTERINE

CHALLENGE
Germs, plaques, gingivitis. Oral health is such a boring category. The new generation, our most potential consumers, just don't care. Listerine needed to find a bold strategy to teach them about oral health, increase its connection with this audience, and give more relevance to the product's participation in their culture and daily lives. So, we decided to do that by messing up something they really care about: their avatars.

INSIGHT
What if everyone woke up one day with bad breath? Social distancing? Total chaos? In real life, that would be impossible, but it is highly possible in the metaverse. So, why not use a role-playing environment, in which people simulate real life to make it happen and teach people about a real problem in a more attractive and fun way?

IDEA
This is the Breathcalypse. We changed the dynamics of the gameplay and made all players wake up with bad breath in Complexo's Virtual City. The awful smell affected everyone around, causing foggy vision, low blood pressure, and even tremors. It was a real mess with car crashes, fights and zero french kisses.The solution? Find Listerine around the town. While having fun, players, streamers and viewers learned about oral health without even realizing it.

PEOPLE
CCO: Keka Morelle.
CD: Alvin Shiguefuzi, Sabrina Villar.
AD: Maicon Gomes.
CW: Lucas Durães.
PROD: 3C, Satellite.