To show that people get extremely uncomfortable and hide their bold side when they have bad breath, we created an icon: a hairy face in a hoodie.

It shows people that are trying to hide themselves instead of solving the problem.

Instead of masking the problem, they should find a solution: Listerine.

We used the colors of Listerine products to define the look and feel of the photography.

Listerine is considered the main mouthwash in Brazil, and it’s well-known for its proprietary colors. By using the colors and the name of the brand, we don’t even need to show the product itself.

Considering where the posters were placed, in just 10 days we had an impacted estimated in more than 700.000 people. We could make Listerine colors even more associated with the product, and talk about bad breath in an unusual and casual way.