Title	THE SMILE CONVERTER
Brand	JOHNSON & JOHNSON
Product/Service	LISTERINE
Category	C04. Ambient Experiential & Immersive Digital
Entrant	J. WALTER THOMPSON ITALY Milan, ITALY
Idea Creation	J. WALTER THOMPSON ITALY Milan, ITALY
PR	J. WALTER THOMPSON ITALY Milan, ITALY
Production	J. WALTER THOMPSON ITALY Milan, ITALY

Name	Company	Position
Enrico Dorizza	J. Walter Thompson Italy	Chief Creative Officer
Sergio Rodriguez	J. Walter Thompson Italy	Chief Creative Officer
Flavio Mainoli	J. Walter Thompson Rome	Executive Creative Director
Massimiliano Traschitti	J. Walter Thompson Rome	Art Director
Antonio Codina	J. Walter Thompson Rome	Copywriter
Valeria Della Valle	J. Walter Thompson Rome	Agency Producer
Elena Marra	J. Walter Thompson Rome	Assistant Art Director
Cristina Barbiero	J Walter Thompson Italy	Client Service Director
Rachele Monteleone	J. Walter Thompson Rome	Client Service Director
Alessandro Codina	The Family	Director
Cristina De Rossi	The Family	Producer
Lorenzo Ulivieri	The Family	Executive Producer
Alessandro Codina	The Family	Editor
Davide Maisto	The Family	DOP
Nerina Rodinò di Miglione	Johnson & Johnson S.p.A	Group Product Manager Oral Care Southern Europe
Massimo Vallefuoco	Johnson & Johnson S.p.A	Senior Group Brand Activation Manager
Giovanna Tammaro	Johnson & Johnson S.p.A	Senior Brand Activation Manager
Alessandra Gava	Johnson & Johnson S.p.A	Brand Activation Lead Italy

Brief Explanation

The Smile Converter is a special billboard created for the launch of Listerine Advanced White, able to get in touch with the people at the right moment of the purchase, making them aware of the problem and giving, at the same time, a tailor made solution: the discount. Thanks to 3g technology, The Smile Converter sends the discounts directly on the consumers’ mobiles, in order to get it at the counter. We can therefore both intercepting our target and making them spend time with the product. The result is a huge lead generation.