Who says dirty mouths can only be rinsed in the bathroom?

February-May 2016 was the Philippine election election period. A lot of people were so invested in their political bets that may resorted to mudslinging and black propaganda.

So Listerine placed OOH reminders all around the city asking Filipinos to stop and rinse the negative vibes they’re saying, and to start fresh.

In each print, we made editorial-like caricatures, showing the negative opinions Filipinos said on social media during the election phase and frankly, some of them were foul and needed some cleaning.

Listerine says “Have a Clean Start.”

Beyond the launch of this initiative, we continued to create a social media campaign where mouth illustrations are crafted to remind people to rinse away the hateful words they’ve said during topical issues. It began during the Philippine elections and continued to other trending social topics, such as International Women’s Day, the immigration ban, Pride Month, and even World Oceans Day.

So bit by bit, maybe there can be less hate in the world, and everyone can be encouraged to begin the day with a “Clean Start” from Listerine.

I’ve always treated this campaign as work of art and what an absolute thrill to see this being featured in Lurzer’s Archive, in the illustrated craft section.