FCA! asks public to test their breath in Wisdom office stunt

FCA! is playing on Christmas party-goers’ insecurities about bad breath in an innovative campaign for Wisdom Toothbrushes.

FCA! is playing on Christmas party-goers’ insecurities about bad

breath in an innovative campaign for Wisdom Toothbrushes.



The agency has recruited cleaners to leave a breath test on 5,000 office

workers’ desks from this weekend to coincide with the party season.



The test, which hangs from your nose, invites you to breathe on a sensor

and then informs you of the state of your oral hygiene.



Classifications range from ’dead hamster discovered in mouth’ to ’you

have no chance of pulling - anything’. It then advises you to ’have a

brush with minty freshness’ and gives you 50p towards the cost of the

Wisdom Ultraflex.



Shaun McIlrath, the joint executive creative director of FCA!, said: ’We

identified a real marketing opportunity, selling to people who might

keep a second toothbrush at work. The product is an innovation, so we

wanted the communication to be innovative.



’This piece is designed as a bit of fun in the run-up to Christmas, but

the important point is that it delivers a hardcore promotion in a way

that cannot be ignored.’



The promotion was written by Martin Gent and art directed by Duncan

McClean.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).