Johnson & Johnson Listerine: The Listerine Distance Billboard

May 12, 2015Filed under Outdoor and Health, Beauty, Pharmaceutical

Exploiting the studies on proxemics, we demonstrated the existence of a physical distance within which you cannot feel indifferent towards other people, approximately 60 cm.J Walter Thompson, Rome called it, the Listerine Distance. Using an interactive billboard, we asked people to enter within this distance, living the "magic" experience of coming close to other people. The interactive billboard proves the campaign’s idea: only those who have the self-confidence to enter in the most intimate zone can establish new empathic relationships with other people. The billboard also works as a free sample machine: the target lives in first person what happens when they take courage and approach another person, linking this experience to Listerine, thanks to the Listerine free product sample they have just received.

Advertising Agency:JWT, Milan, Italy
Chief Creative Officier:Sergio Rodriguez, Enrico Dorizza
Executive Creative Director:Flavio Mainoli
Art Director:Massimiliano Traschitti
Copywriter:Antonio Codina
Director:Giorgio Varano
Executive Producer:Fabrizio Razza
Producer:Michela Fiaschi
Client Team Director:Cristina Barbiero
Agency Producer:Valeria Della Valle
Account team:Elisabetta Zauli
Account Manager:Francesca Costanzo
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