Title	FEEL EVERY SMILE
Brand	LISTERINE
Product/Service	LISTERINE ADVANCED WHITE
Category	A02. Augmented Mobile Experience
Entrant Company	J. WALTER THOMPSON London, UNITED KINGDOM
Advertising Agency	J. WALTER THOMPSON London, UNITED KINGDOM
Media Agency	PRIMUS London, UNITED KINGDOM
Media Agency 2	MEC UK London, UNITED KINGDOM

Name	Company	Position
Russell Ramsey	J. Walter Thompson	Executive Creative Director
John Cherry	J. Walter Thompson	Creative Director
Will Helm	J. Walter Thompson	Creative
Will Brookwell	J. Walter Thompson	Creative
Spru Rowland	J. Walter Thompson	TV Producer
Lucy Walker	Pulse Films	Director
Oliver Roskill	Pulse Films	Producer
Paul Monaghan	Freelance	Editor
Gary Clarke	Freelance	Director of Photography
Thomas Scovell	J. Walter Thompson	Planner
Julie Roberts	J. Walter Thompson	Planner
Matthew Cunnell	J. Walter Thompson	Global Board Account Director
Rafael Freitas	J. Walter Thompson	Global Board Account Director
Lizzie Alleyne	J. Walter Thompson	Account Director
Julian Poole	J. Walter Thompson	Project Manager
Joseph Bassary	J. Walter Thompson	Project Manager

Creative Execution

The campaign kicked off with TV across EMEA, focused on the power and importance of a smile, within the context of teeth whitening. This was supported with digital banners and website content providing ‘smile facts’ – facts explaining the distance your smile can be seen from and the impact it can have on others. Once the messaging platform was established the ‘Feel Every Smile’ film was launched on YouTube and the app was simultaneously available for iOS and Android. This was closely followed by Facebook posts, supported with PR backed from the RNIB, and finally collaboration with influencers.

KPIs were smashed: video view targets were over-reached by 150% seizing over 3.4 million views on YouTube and Facebook to date. Video sharing and app downloads (4.6k and rising) have achieved pan-European spread. Media coverage spanned consumer, trade press and video bloggers but the most satisfying and heart-warming outcomes have been the quality of the responses from the public, especially from those within the blind community or related. “It was the best feeling ever seeing my blind 7 year old smiling when he realized that his brother with Asperger’s which doesn’t show emotion in his voice was smiling at him, it was amazing and very emotional…”

In the crowded whitening category, dominated by efficacy claims of ‘speed’ and focused on the cosmetic platform of ‘appearance’, Listerine had to think laterally about how they could launch the new ‘Advanced White’ product. They could not compete on the dominant ‘speed’ claim and they wanted distinction from the overused play on ‘appearance’. It was necessary to look beyond the superficial. Whitening products are about attractive white smiles, but what does a smile really mean, what can it do for you and the people who receive it? We researched beyond the gleam and discovered just how powerful a smile can be. The science to support the power of a smile was undeniable and we needed a way to demonstrate this. We asked ‘can a smile affect people who can’t see them?’ We created a tool (a phone app) and filmed how it enabled blind people to actually feel someone’s smile.