In the busy ION Orchard Link MRT subway underpass in Singapore, the people in a series of outdoor screens sneeze as you pass by them as if they’ve “caught” the sneeze from the person in the screen before them. It’s a clever use of OOH advertising by J.Walter Thompson Singapore to educate people that a single sneeze can send 100,000 germs more than 8 metres.
The campaign is for Bayer vitamin brand, Redoxon, and the final screen shows a woman who has taken Redoxon and is sneeze-free.
“People know prevention is better than cure, yet they don’t boost their immunity until they are sick,” noted Farrokh Madon, chief creative partner at JWT Singapore.
“So we set out to show just how contagious a sneeze can be. We created a truly viral out-of-home brand experience by showing the impact of one sneeze over 25 feet.”
“At Redoxon, our continued efforts are focused on helping people boost their immunity to pre-empt and prevent everyday illness,” stated Jerlyn Lim, commercial lead at Bayer South East Asia.
“With the September flu season almost upon us, we felt it timely to show people how rapidly germs can be transmitted virally, and to remind them how supplements and other healthy habits can help prevent flus and cold.”
Agency: JWT Singapore
Chief Creative Partner: Farrokh Madon
Creative Directors: Minzie Liyu & Aarti Nichlani
Copywriters: Farrokh Madon & Aarti Nichlani
Art Directors: Minzie Liyu & Hasheer Aslam
Director & Photographer: Geoff Ang
Business Director: Heeru Kishnani
Senior Account Manager: Apeksha Joshi
Planning Director: Malati Afridi
Producers: Vishant Tejwani, Gerri Hamill, Gwee Weiwei & Moritz Wagner