LISTERINE 'MOUTH VS. LIFE' - Interactive Youtube Campaign

CLIENT: JOHNSON AND JOHNSON

AGENCY: JWT

Awards: Gold Revolution Award

With this campaign, Listerine set out to do two things: challenge perceptions of the brand and connect with people in a fun and innovative way. Mouth vs Life was born. The first customisable YouTube Channel, Mouth vs Life interactive let the viewer select from a variety of items to see their impact on a mouth.

With tongue firmly in cheek, these films were set in a cartoon world (against a deliberately ‘Looney Tunes’ styled backdrop to represent the inside of a mouth), with a professional stunt team taking on the roles of the teeth and gums, which are bombarded by a host of objects, from swinging oversized lollipops to air mortared baguettes.

The viewer could choose from several different scenarios: Things I drink, Things I bite, Things I eat, Things I lick and Things I hold, combining these different scenarios to create seamless, bespoke films using YouTube’s auto playlist functionality.

The interactive campaign garnered over 2.5 million views on YouTube and increased engagement with the brand, as well as 55 million impressions from the YouTube Masthead.