Enter Breathcalypse – A World Where Bad Breath Plagues Us All

Johnson & Johnson Consumer Health has launched a new campaign for Listerine that embraces the metaverse with a game-themed activation via Wunderman Thompson Brazil.

The game is called ‘Breathcalypse’ and takes place in the city of Complexo within the metaverse, where people create their own characters, live in a community, and interact with one another.

Players who are around people with bad breath in the game will see their stress levels gradually increase, making their vision blurry and causing a bad breath apocalypse. They must search for Listerine within the game, which is available in pharmacies and vending machines throughout the virtual city and by using the product, players can ward off bad breath.

There is also an in-game comedy show featuring Brazilian actor and comedian, Fábio Porchat, a Listerine brand ambassador.

“There is nothing better than this space to communicate with our audience in a modern and disruptive way,” stated Sabrina Tichauer, marketing director of Oral Hygiene Brands at Johnson & Johnson Consumer Health Brazil. “We want to convey information about Listerine and be present in the ecosystems of gamers’ communities, in addition to expanding our reach to consumers who are not on these platforms.”

Keka Morelle, chef creative officer at Wunderman Thompson Brazil, added, “Every day we strive to help our clients inspire their consumers in a creative and innovative way, and this was no different for Breathcalypse. Rather than just appear in a game, we wanted to change the dynamic and found ourselves asking: ‘what would happen if one day, everyone woke up with bad breath? A Breathcalypse.’. That’s it – an action that could only be done in the Metaverse. And in a game that simulates real life, there are no worries about zombies, aliens or killer robots, the only thing to worry about is the bad breath itself.”

Credits

Client: Johnson & Johnson Consumer Health (Listerine)
VP Marketing: Daniella Brissac
Heads of Media: Martin Zanlungo & Taís Trevisol
Head of Marketing: Sabrina Tichauer
Head of Communications and Public Affairs: Roberta Catani
Director of Marketing and Connected Commerce: Tomas Bouthemy
Digital Marketing Coordinator: Marina Leitão
Senior Brand Manager: Gustavo Miranda
Senior Assistant Brand Manager: André Zanetti
Marketing Analyst: Nelson Kadubickei
Communications Manager, Brand PR and Public Affairs: Priscilla Barone
Brand Communications Senior Analyst: Gisella Aguiar

Agency: Wunderman Thompson Brazil
Chief Creative Officer: Keka Morelle
Creative Directors: Alvin Shiguefuzi, Sabrina Villar
Art Director: Maicon Gomes
Copywriter: Lucas Durães
Illustrator: George Gomes
Head of Production: Michel Gubeissi
Project Management: Orlando Nascimento & Luiz Cobalchini

Executive Business Director: Ticiana Gomes
Account Management Camilla Marcondes, Bárbara Costa Pinto & Gabriel Pereira
Chief Planning Officer: Stella Pirani
Strategy: Diana Junqueira, Renata Nappi, Mansur Atique & Nathalia Cristina
Media Manager: Fernanda Galdino
Content Director: Mariana Hasselmann
Content Manager: Nathalie Ferreira
Content Supervisor: Mariah Villanova
Influencer Marketing Director: Samantha Prado
Communications Director: Vivian Zeni
Brand & PR: Suellen Ciriaco and Hellen Araújo

Game Development Production: 3C Gaming
CEO: Renan Philip
CCO: Paulo Aguiar
Creative Director: Lucas Pinheiro
Art Director: Lucas Pinheiro
Copywriter: Lucas Munhoz, Giovanna Cartapatti
Business: Marcelo Trivilato
Account Management: Rayanne Lourenço, Igor Felício
Head of Operations and Project Management: Hugo Martins
Producer: Stephan Natal
Traffic: João Pedro Bezerra
Assistant Producer: Bianca Pacheco

Filmmaker: Julio Cesar

Video Production: Wunderman Thompson Production
Executive Producer: Carol Pimentel
Post Production Coordinator: Dani Galletta
Edits & Motion: Fernando Lamb, Sergio Mendes & Rui Barbosa
Audio Producer: Oliver Dherte