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DEAN HORE
CREATIVE DIRECTOR, WRITER, ART DIRECTOR, ILLUSTRATOR, DESIGNER & PUMPKIN CARVER
LISTERINE
POCKETPAKS
Listerine had a revolutionary way to fight "evil breath"
on-the-go. We decided to launch their futuristic new product with an action hero of our own. One that fit beautifully under our Listerine "Action Hero For Your Mouth" theme umbrella. The response was incredible.
PocketPaks first-year sales finished 50% above expectations. With 95% awareness amongst 16-24 year olds after just 6 months. We also won Grand Prix for New Product of the Year and a Cassie Gold for the advertising.
The campaign was picked up in markets around the world.
Launch Cinema / Video - Year 1
In-Theatre Poster / Out Of Home - Year 1
Sampling
To keep the launch buzz going, we dressed people up in tight spandex, action-hero suits and had them hand out Listerine PockPaks in theatres and at big social events.
Cinema / Video - Year 2
Out Of Home - Year Two
Radio
"The PocketPak Kid"
"Shadow Of A PocketPak"
"PocketPaks In The 21st Century"
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