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KIDNAPPED
JOHNSON & JOHNSON
LISTERINE POCKET PACKS
JWT DUBAI, UNITED ARAB EMIRATES

ClientJOHNSON & JOHNSON
ProductLISTERINE POCKET PACKS
EntrantJWT DUBAI, UNITED ARAB EMIRATES
Type of Entry:TV/Cinema
Category:Cosmetics & Beauty, Toiletries & OTC Pharmacy
Title:KIDNAPPED
Product/Service:LISTERINE POCKET PACKS
Entrant Company:JWT DUBAI, UNITED ARAB EMIRATES
Advertising Agency:JWT DUBAI, UNITED ARAB EMIRATES
Production Company:DOWNTOWN FILM PRODUCTIONS Dubai, UNITED ARAB EMIRATES
Executive Creative Director:Chafic Haddad
Creative Director:Dave Nicholson/Husen Baba
Copywriter:Dave Nicholson/Doug Mackay/Christopher Puhm/Emir Kreidie
Agency Producer:Glory Fayad/Ramzi Abinader
Advertiser's Supervisor:Roy Armale
Account Supervisor:Prabhaker Iyer/Rochelle Barreto
Director:Tejal Patni
Producer:Michael Stiebel/Michael Brierley
Editor:Stephan Wever
Sound Design/Arrangement:Musicmusic Amsterdam
Art Director:Husen Baba
Lighting:Michael Brierley
Post Production:Optix Digital Pictures
Other Credits:Prabhaker Iyer (strategic Planner)
Brief Explanation:
Brief: Listerine PocketPaks contain strips that dissolve in your mouth to kill the germs that cause bad breath, anytime, anywhere. Communicate in TV the brand positioning that there is no longer any excuse to be caught with bad breath. Solution: Perverting the idea of being caught with bad breath, we imagined a kidnapping scenario. We wanted to test the consumer’s lack of sympathy for people with bad breath, being aware that Listerine PocketPaks™provide a convenient and instant cure.