J. Walter Thompson London

Listerine


Feel every smile

We brought Listerine’s Power of a smile strategy to life by looking at smiles through their partial absence and showing just how powerful they can be.

Working closely with the RNIB, we designed and built an app which uses facial recognition technology to detect a smile up to 5 metres away. The app then notifies the user with audio or with vibration.

The short film stars four blind people and begins with them talking about smiles and what they mean to them. They are then given the Smile Detector App and we captured their true-life reaction to being given another way to experience someone smiling at them.

The emotionally charged film was directed by double Oscar nominated director Lucy Walker. It also includes an original track composed for the film by Wake the Town.