2009 Winners & Shortlists - TV/Cinema
Short List
KIDNAPPED
JOHNSON & JOHNSON
LISTERINE POCKET PACKS
JWT DUBAI, UNITED ARAB EMIRATES
| Client | JOHNSON & JOHNSON |
| Product | LISTERINE POCKET PACKS |
| Entrant | JWT 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. |
