To really connect with the young audience, we set out to be game changers: we delivered Listerine’s message by messing with something they really care about: their avatars. 

So, we created the BREATHCALYPSE.

Listerine changed the dynamics of the gameplay of Brazil’s biggest virtual city –  the city of Complexo – and one day everyone woke up with a bad breath… It affected all players, causing foggy vision, low blood pressure, and even tremors. The solution? Finding Listerine around town.

The brand didn't want to invade the gaming universe, but compliment it in a way that respected the community and their habits.

We understood that, for gamers, gaming content is just as important as playing the game itself. So we didn't only enhance the gameplay, we gave gamers something to talk about: Listerine encouraged its influencer squad and anyone who played the game to share their experience with the community through livestreams.