Listerine - Always Keep Them Clean
To introduce mouthwash to a market unfamiliar with the category, Listerine needed a bold idea to spark conversation about oral hygiene.
We created a provocative campaign that compared teeth and gums to the “crotch”, a region culturally linked to cleanliness and care. The daring concept cut through the noise, igniting awareness and conversation across Vietnam.
The campaign achieved standout results, generating both praise and controversy — exactly what it needed to make Listerine impossible to ignore.
Role
Art Director
Art Director
Media
Print / Outdoor / Poster
Print / Outdoor / Poster