MIB IN THE CLUB | CREATIVE DIRECTOR, POST-PRODUCTION

OVERVIEW

Listerine launched its newest fresh breath hero, Listerine Ready! Tabs, which needed a new consumer behavior for use. To normalize this new oral care action for a millenial audience, we featured its use in the iconic film property, Men in Black.

Using the franchise's beloved characters, IP, and iconography, we connected with consumers. As they were leaning into the excitement around the film, we revealed the new product and allowed them to try the tabs and tell their friends.

This campaign ran across TV, social, e-comm and had the product seamlessly integrated into the film, giving this new product a ton of early buzz.

STUDIO
SONY Pictures

AGENCY
Universal McCann

GROUP CREATIVE DIRECTOR
Katherine Auguston

COPYWRITER
Yoni Sallemander

EXECUTIVE PRODUCER
Alicia Calderon

PRODUCTION
Mob Scene

Image_Blocks_Single_Phone_Listerine_3

HERO SPOT

The commercial narrative revolved around our heroine, who is casually snacking when she witnesses two MIB agents gain access to a secret club through a hole in the wall at a regular old bodega. She tries to gain entry but is stopped by one of the film's most nostalgic characters and one of the franchise's most beloved, Frank the Pug.

To get access, she needs to freshen up with Listerine Ready! Tabs, which allowed us to feature the use of the tabs. After she pops one in, she's magically transformed into a Woman in Black and gains into the exclusive club.

FILM INTEGRATION

We integrated into the Men in Black: International film during a pivotal scene, featuring the brand creative on a giant billboard in NYC.

Image_Blocks_Single_Phone_Listerine
Image_Blocks_Single_Phone_listerine_2

CREATOR & PARTNER EXTENTIONS

Through a partnership with Fandango we encouraged the audience to try the product by incentivizing them with free tickets and reached a whole new audience through a creator's feed.

SELECTED WORKS

DYLANTRAVIS.COM

© 2021 ALL RIGHTS RESERVED