Mouth VS Life

Johnson & Johnson asked us to create a new campaign for their category leading mouthwash brand - Listerine. Research showed us that people don't ever stop to think about all the things they do to their mouths on a daily basis. Everyone remembers the things they eat and drink, yet they somehow fail to register all the other things they put in their mouths: the pens they chew, the nails they bite and the keys they hold.

This thinking led us to our overarching strategic thought: 'Look at what you put your mouth through'.

In the TVC we utilized a simple body mounted camera to show everything the average person puts in their mouth everyday.

For press, POS and posters we created powerful images, adding things such as keys, pens and paperclips to everyday meals.

Online, we created Mouth vs. Life, a YouTube channel inspired by Total Wipeout, Woody Allen and the surreal comedy of Monty Python. The channel was designed to give users a truly unique experience as it was the world's first brand channel to utilize YouTube's new Auto-playlist functionality. This allowed users to select the specific things they put their mouths through and then watch a personalized experience as the player combined all their choices into one seamless video.

So how did the campaign perform?

Online, our YouTube channel has received 2,536,445 channel views to date and is currently 48th most subscribed channel of all time. Individual films from the channel trended on YouTube for over 2 weeks and the average user spent over 2 minutes enjoying the experience. The work was picked up by 2720 separate blogs (Google analytics), and the YouTube masthead achieved Google's highest ever recorded interaction rates of 15.9%

Most importantly, sales results have seen a impressive 20% uplift in volume.