CREATIVE DIRECTOR, WRITER, ART DIRECTOR, ILLUSTRATOR, DESIGNER & PUMPKIN CARVER

     What started out as a goofy one-off, turned into one of the longest running ad campaigns in Canadian history.

     Listerine used to battle Scope for dominance in the fresh-breath mouthwash category. That changed when we repositioned Listerine as "The Action Hero For Your Gums" - fighting a never-ending battle against the evil gingivitis.

     Listerine was no longer just cosmetic. It was therapeutic.

    The results? Ten years of 12% annual growth with a record-high 60% share. Our "Listerine Bottle Guy" campaign reinvigorated a 124-year-old brand. And the ads won a Cassie Gold Advertising Award for driving business results.