Cannes Lions

Bold of the Bold

TURNER TIME WARNER, Sao Paulo / JOHNSON & JOHNSON / 2017

Case Film
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Overview

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Credits

Overview

Description

Space is the most important action channel in Latin America. Where every hero gets their reward with Space Awards. The winners are chosen by the audience and the Host are chosen by their bold actions.

In 2016 Listerine wanted to reinforce its brands new global positioning in all of Latin America: Bring out the Bold.

With this in mind, we created an integrated campaign as part of Space Awards. Relating the Bold essence of the host Dolph Lundgren and Cahnnel with the bold essence of the brand.

To amplify the messaging, we created an exclusive category for Listerine during the Space Awards: the bold of the bold. Recognizing the boldest men from movies.

Through fun explanatory spots, we highlighted the boldness in movies and we called our viewers to participate and vote the bold of the bolds.

Execution

The multiplataform campaign runs during 45 days in whole Latin America. Twelve 30"spots, several digital initiatives and a tv show 90' was produced and translated for four different languages to attend all the region.

Outcome

Reach On Air: 66.5 million people

Twitter: 8.6 million impressions

Facebook posts: 2.8 million people

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